Yet another marketing scare. Sandvine makes "deep packet inspection" equipment and sell a lot of it to Bell Canada and the Canadian cable companies. They have a vested interest in making companies scared of "disappearing bandwidth".
Who cares if Netflix is using a lot of bandwidth? Everybody is paying for it; Netflix, the consumer, and so on. Transit agreements between ISPs keep the economics on even footing.
Just because they've measured something, doesn't mean that they've measured anything MEANINGFUL.