A bandwidth consumption management method comprises the following steps: when detecting that the peak time begins, monitoring the change in the number of downloading times of alternative resource data in real time, and determining the alternative resource data of which the change in the number of downloading times meets preset determining conditions as target resource data; configuring a corresponding limiting factor for the target resource data, wherein the greater the change is, the greater the value of the corresponding limiting factor is and the smaller the allowable downloading speed upper limit is; and managing the bandwidth consumption of the target resource data. In addition, the invention provides a bandwidth consumption management device. The bandwidth consumption management method and the bandwidth consumption management device are of higher flexibility, predictability and timeliness. With the method and the device, the bandwidth pressure of the server is effectively reduced, and the efficiency of bandwidth consumption management is improved.