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So long as the pipe doesn't max out it doesn't matter how much of the capacity is sold to a single customer. It's about a combination of how many people are on said capacity and how heavily the capacity is used by each customer.
When the 20Mb product first went live it was on a single 38Mb downstream. When the 10Mb products went live they were on 27Mb or 38Mb downstreams.
Don't obsess over how much downstream capacity a single customer can use. UPC are selling 200Mb downstream on 400Mb downstream service groups. As a general rule people aren't sitting there using 120Mb or 200Mb or whatever 24x7x365.
Capacity downstream is still planned by how many kbps are allocated to each customer and that's exactly how it should be.
Upstream is more problematic in the case of cable as it's way easier to saturate an upstream 24x7x365 simply through a P2P application. VM are quite aware selling 10Mb upstream on an 18Mb channel wasn't wise, however the current 12Mb maximum on a 36Mb bonded group isn't abnormal in cable land at all.
I can show you a cable company whose upstream tiers are 5Mb, 25Mb and 35Mb running on 94.5Mb bonded channel groups, another 5Mb, 10Mb and 20Mb on 67.5Mb. These both compare favourably with VM's 3Mb, 6Mb, 12Mb on 36Mb groups, just about how many modems are in each group.
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