The cable company that used to make you think twice about every online video you watch doesn’t want you to think about that anymore.

Rogers Cable, eastern Canada’s largest cable company, has traditionally been one of the stingiest usage cappers in the Canadian broadband business. But now the company is marketing the fact many of its Internet plans are now usage-cap free.

Today, Rogers introduced Rogers Ignite Unlimited, 100/10 and 200/20Mbps Internet plans that come with unlimited usage, subscriptions to Rogers NHL GameCentre LIVE and shomi, Rogers’ TV Everywhere service.

“We’ve redesigned our plans to give our customers unlimited usage options with consistent, reliable speeds so they can surf more, stream more and share more without worrying about going over their limit or getting a spotty connection,” said Robert Goodman, senior director, Rogers Communications.

Goodman says the new plans are specifically designed to handle the increasing bandwidth demands of video streaming, which can quickly chew through any customer’s usage allowance. Rogers’ officials admit that 50 percent of the traffic on its broadband network is now video streaming and that customers’ Internet usage has spiked by 60 percent annually.

That growth, without a corresponding increase in usage allowances, offers a natural deterrent to cord-cutting and online viewing. Viewers who exceed their usage allowance face stiff overlimit penalties.

Rogers is not expected to lose any money dropping usage caps from its higher-end Ignite plans, which do not come cheap. The least expensive plans still keep usage caps with a $1.50/GB overlimit fee. Customers bundling multiple services together will pay less than these broadband-only prices:

• Internet 30 ($64.99): 30/5Mbps with 100GB allowance
• Rogers Ignite 60 ($74.99): 60/10Mbps with 200GB allowance
• Rogers Ignite 100u ($84.99): 100/10Mbps with unlimited usage
• Rogers Ignite 250u ($94.99): 250/20Mbps with unlimited usage