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The units here are important. When Cloudflare cites the 20% metric, they are referring to this: https://w3techs.com/technologies/overview/proxy

This is the percentages of websites using various reverse proxy services. This, however, is different from the 43% of internet traffic coming from Netflix, Google, Amazon, Facebook, Microsoft, and Apple metric. That is a traffic weighted metric (not # of websites).

As many of Cloudflare's customers are tiny little websites with no traffic, its misleading to say "only 37% of traffic is routed outside these major tech companies"