What is Latency?

When you’re doomscrolling and tap something, you expect an instant response. A page loads. A video starts. Your basket updates. Simple.

At least, that’s the idea. Once latency creeps in, even the simplest of tasks can start to feel complicated. 

But what is latency, what causes it and more importantly, what are the fixes? 

In this guide, we’ll talk you through the whys, hows and what to dos of all things latency. 

So, you can get back to an internet connection that reacts exactly when you do.

What Is Latency? 

Latency is the amount of time it takes for data to travel from one place to another across a network. It’s usually measured in milliseconds (ms).

In simple terms: it’s the gap between an action and the response.

Most online delays happen so quickly they barely register. But once latency gets too high, games lag, video calls talk over each other, and streams pick the exact cliffhanger moment to start buffering. Naturally.

Low latency is what keeps your internet fast, smooth and responsive, especially during activities that are based in real-time like:

• Online gaming
• Video calls
• Streaming
• Cloud gaming

You can have blistering fast download speeds and still run into lag, delays and other frustrating hiccups if your latency is high.

How Does Latency Work?

Every time you use the internet, your device sends and receives data.

Say you open a website:

• Your device sends a request
• That request travels across the network
• The server processes it
• The data travels back to your device

Latency measures how long that journey takes.

This process happens incredibly quickly. But delays can still build up depending on things like:

• Distance between you and the server
• Network congestion
• Wi-Fi interference
• Broadband technology
• Router performance
• Too many connected devices

The further data has to travel and the more obstacles it hits along the way, the higher latency becomes.

Why Your Internet Can Feel Slow Even When Speeds Look Fast

Your broadband speed measures how much data your connection can handle.

Latency measures how quickly that data responds.

So even if your speeds look great on paper, high latency can still make your connection feel slow.

Think of it like ordering a takeaway.

• Broadband speed is how much food the restaurant can send at once
• Latency is how long it takes for the delivery to reach your door

No matter how impressive or massive your order is, it’s not much use if it turns up an hour late.

Ideally, you want plenty of capacity and quick response times.

What Is Good Latency?

What counts as “good” latency depends on what you’re doing online.

For casual browsing or streaming, moderate latency usually isn’t a huge problem.

But gaming, cloud streaming and video calls? Much less forgiving. 

Real-time activities leave very little room for lag to creep in unnoticed.

Latency vs Ping vs Lag

Lag, ping and latency are often mentioned in the same breath, so it's easy to see why they get confused.

Let's change that. 

Latency

Latency is the delay in data transmission.

Ping

Ping is the tool used to measure latency.

A ping test sends a tiny piece of data to a server and measures how long it takes to come back.

For example:

• 15ms ping = very responsive
• 120ms ping = noticeable delay

Lag

• Delayed reactions in games
• Buffering streams
• Frozen video calls
• Slow-loading apps or websites

In short:

• Latency is the delay
• Ping measures the delay
• Lag is the annoying bit you notice

Why Is My Latency High?

High latency usually means your data’s hitting a few too many speed bumps on the way.

Distance From Servers

The further your data has to travel, the longer it takes.

That’s why connecting to a game server on the other side of the world usually means higher ping than connecting to one nearby.

Network Congestion

The more people using a network at the same time, the harder it has to work.

That added demand can introduce delays, pushing latency higher and affecting how responsive your connection feels.

Weak Wi-Fi Signal

Wi-Fi signals have a lot to contend with.

Walls, distance, interference from other devices and crowded wireless channels can all affect performance and increase latency.

Some of the most common causes include:

• Thick walls
• Long distances from the router
• Too many connected devices
• Interference from other electronics

Older Broadband Technology

The type of broadband you use can have a direct impact on latency.

Older copper-based connections rely on electrical signals travelling through metal cables. Those signals are more susceptible to interference, signal degradation and performance drops over longer distances.

Full fibre broadband plays by a different set of rules.

Rather than pushing electrical signals through copper cables, it sends data using pulses of light. Pretty clever, really.

What that means for fibre users is:

• Lower latency
• Faster response times
• More stable performance
• Better reliability during busy periods

Background Downloads and Updates

Behind many slow connections is a queue of devices and apps all trying to do their thing at the same time.

Cloud backups, software updates and large downloads can all compete for bandwidth, especially in busy households.

This can lead to:

• Ping spikes
• Lag
• Buffering
• Unstable performance

Server Problems

If a website, game server or streaming platform is overloaded, latency can hike regardless of how good your broadband is. 

Even with ours– crazy, we know. 

Why Low Latency Makes Such a Big Difference

You probably won’t notice latency while casually browsing the internet.

But gaming? Video calls? Live streaming?

Big time. 

Gaming

Gaming’s already hard enough without your internet slowing you down.

Fast games need fast responses. Whether you’re dodging, shooting or scoring, low latency helps every action happen exactly when it should. 

High latency loves getting in the way of that.

When latency’s high, expect delights such as:

• Delayed reactions
• Rubber banding
• Missed inputs
• Lag spikes
• Slow matchmaking responses

There’s getting outplayed. And then there’s getting out-lagged. One definitely stings more than the other.

Streaming

High latency is just as bad for streaming as it is for gaming.

Tell-tale signs of high latency include:

• Buffering
• Delayed loading
• Lower video quality
• Problems during live streams

It’s all fun and games until the stream freezes during the deciding penalty.

Video Calls

“Can you hear me now?”

“You froze for a second.”

“Sorry, say that last bit again.”

High latency makes video calls way more awkward than they need to be. 

Expect delays, frozen screens and plenty of talking over each other.

Smart Home Devices

Behind every smart home is a constant back-and-forth between connected devices.

And when latency creeps up, that conversation slows allll…the way… downnnn…

Devices at the mercy of high latency include: 

• Smart lighting
• Security cameras
• Voice assistants
• Smart thermostats

When latency spikes, commands take longer to register, and automation starts feeling anything but automatic. 

What Is Low Latency Broadband?

Low latency broadband helps everything happen when it’s supposed to, not three painfully delayed seconds later.

Full fibre broadband is one of the best ways to reduce all of the connection-related headaches we've covered so far.

Unlike older copper-based connections, full fibre uses fibre optic cables to transmit data faster and more consistently than ever before. 

How To Test Your Latency

You can test latency using:

• Online speed tests
• Ping tests
• Gaming diagnostics
• Broadband monitoring tools

Most speed tests will show:

• Download speed
• Upload speed
• Ping or latency

For the most accurate results:

• Use Ethernet if possible
• Close background apps
• Test at different times of day
• Compare multiple servers

How To Reduce Latency

Latency is part and parcel of every online connection. But while you can't get rid of it entirely, you can reduce it significantly with the right setup.

Use Ethernet Instead of Wi-Fi 

A wired connection is faster, more stable and lower latency than Wi-Fi.

Especially for gaming or video calls.

Move Closer To Your Router

Your Wi-Fi signal has to contend with walls, furniture and interference from other devices.

Even a small change in positioning can improve performance, which is why router placement matters more than most people realise.

To help you get the most from your Wi-Fi, we've rounded up some simple router placement dos and don'ts.

Restart Your Router

Restarting your router can clear temporary issues and improve performance.

Reduce Network Congestion

Try limiting:

• Large downloads
• Cloud backups
• Streaming on multiple devices
• Background updates

Especially during gaming sessions or important calls.

Upgrade Your Broadband

Older broadband technologies can struggle with latency and stability.

Full fibre broadband has the capacity to handle today's connected homes without breaking a sweat. 

Choose Nearby Servers

If you’re gaming online, selecting a nearby server will usually reduce latency and improve responsiveness.

Shorter journey. Faster response.

What Are Ping Spikes?

Ping spikes are sudden jumps in latency.

For example, your connection might normally sit at 20ms then suddenly leap to 200ms for a few seconds.

That can cause:

• Lag spikes
• Buffering
• Voice chat interruptions
• Temporary freezes

Common causes include:

• Wi-Fi interference
• Network congestion
• Background downloads
• Faulty hardware
• ISP routing problems

If your latency keeps jumping around, it’s usually a sign that something on the network is unstable.

Final Thoughts

Latency affects almost everything you do online.

From video calls and online gaming to streaming and smart home automation, lower latency helps keep things running as smoothly as possible.

And while some delay is unavoidable, the right setup, and the right broadband, can make a huge difference.

Frequently Asked Questions

Is Lower Latency Better?

Without a doubt.

Lower latency means less delay, faster responses and a smoother online experience overall.

Especially for gaming, video calls and cloud streaming.

What is Considered Bad Latency? 

Anything above 100ms is usually noticeable during real-time activities.

The higher it gets, the more lag and delay you’re likely to experience.

Does Faster Broadband Reduce Latency? 

Not always.

Speed and latency are different things.

That said, modern full fibre broadband often delivers both faster speeds and lower latency compared to older copper connections.

Is Latency Important for Streaming? 

Absolutely, especially for live streaming and cloud gaming.

High latency can cause buffering, delays and poor synchronisation.

Can Wi-Fi Increase Latency?

Yep.

Weak signal strength, interference and network congestion can all increase latency on Wi-Fi connections.

What’s the Difference Between Latency and Bandwidth?

Bandwidth is how much data your connection can handle.

Latency is how quickly that data responds.

You can have high bandwidth and still experience lag if latency is high.