Streaming & Sustainability

© StreamSCAPES team

 

We stream every day but what’s the environmental cost? Learn how streaming affects energy use and what you can do to reduce your footprint.

 

Over five billion people worldwide use the internet on 30 billion connected devices (Statista, 2025a; Statista, 2025b). This widespread connectivity highlights how deeply digitalisation shapes modern life, yet the words digitalisation and sustainability are rarely used interchangeably. Sustainability in the online world refers to ‘practices and measures that should be taken to minimise the negative implications of our digital life on the environment’ (Visser, 2024). This includes reducing the carbon footprint and using our resources and technologies efficiently.

 

Digital carbon footprint represents the environmental impact associated with information and communication technologies across their lifecycle, encompassing the energy consumed by devices, data centres, and network infrastructure required for digital operations. It quantifies the greenhouse gas emissions generated from activities such as internet usage, data storage, online transactions, and the production, utilisation, and disposal of electronic equipment. This metric serves as a crucial indicator of the environmental burden imposed by our increasingly digital world, highlighting the often-overlooked energy demands of virtual processes. (Sustainability Directory, n.d.)

 

Today, a dominant form of digital entertainment is the streaming industry (EuroStat, 2025; Ranchet, 2024). Millions of videos are streamed worldwide every minute, but few of us consider what it takes to keep those pixels flowing. Recent studies have shown that streaming has hidden environmental costs, such as network transmission and energy-intensive data centres. In light of the EU 2030 climate objectives and sustainability targets for achieving carbon neutrality by 2050, it is necessary to explore the relationship between streaming and sustainable climate transition (SCT). Let’s take a closer look at the environmental cost of streaming, green transition and media practices, and sustainable streaming habits.

 

The environmental cost of streaming

Did you know that an hour of streaming in Europe has a carbon footprint equivalent to boiling an electric kettle three times? (Taylor, 2021)

According to World Economic Forum research, digital technologies have the potential to reduce greenhouse gas (GHG) emissions by as much as 20% by 2050, particularly in high-emitting industries such as transportation, materials, and energy. However, data centres and data transmission networks were responsible for around 1% of global energy-related GHG emissions in 2023, indicating that the same digital industry is increasingly contributing to global emissions (Directorate-General for Climate Action, 2025). The number of connected data centres increased by 72% between 2018 and 2022, contributing to the sector's carbon footprint (World Bank & International Telecommunication Union, 2024). Moreover, digital technologies were estimated to emit 4% of GHG in 2019, more than civil aviation (Efoui-Hess, 2019). The Shift Project also identified the video streaming boom and its consequences as one of five primary causes of the increasing energy consumption of digital technologies (Ferreboeuf, Efoui-Hess, & Verne, 2021, p. 18). And, indeed, by 2030 the number of users in the Video Streaming (SVoD) market is expected to reach 309 million, with user penetration in Europe rising from 30.8% in 2025 to 36.7% by 2030 (Statista, n.d.).

 

Despite its seemingly intangible nature, our digital actions, including streaming, are supported by a vast, energy-intensive infrastructure that runs in the background. Digital pollution is as real as physical pollution. McNutt (2025) lists its ecological impact, considering GHG emissions, water overconsumption, ecosystem pollution, and biodiversity loss. The total GHG emissions produced during the delivery of online content, from the source to the viewer, form the carbon footprint of digital streaming. Visser (2024) categorises digital pollution into three main areas:

1. Environmental impact of digital terminals (including smartphones and laptops)
2. Undersea network infrastructure pollution (undersea cables)
3. Energy-intensive data centres

 

At the core of streaming emissions is the electricity needed to operate the entire data flow chain, from the servers hosting the content to the devices playing it. Every step uses energy and adds to carbon emissions, particularly when electricity grids rely on fossil fuels (Anderson, 2025). The Shift Project states that VoD represents 34% of online videos, 20% of total data flows, and 7% of total GHG emissions from digital technology. They compare the GHG emissions of VoD services to those of a country like Chile (more than 100 MtCO2eq/year, i.e. close to 0.3% of global emissions) (Efoui-Hess, 2019). The main sources of streaming emissions, as identified by Anderson (2025):

• Data Centres: Store and process content; large-scale energy use despite renewable efforts.
• Content Delivery Networks: Deliver data closer to users; efficient but still energy intensive.
• Transmission Networks: Move data globally; lower energy per GB but rising data demand keeps emissions high.
• End-User Devices: Biggest contributor; larger screens and higher resolutions use more power

 

Although each individual stream may seem negligible, the combined impact of billions of streams globally turns these little emissions into a significant environmental issue. For context, the estimated streaming emissions from Netflix, Amazon Prime Video, and Disney+ were responsible for approximately 10.77 million metric tons of CO₂e in 2024. This is equivalent to 17.4 million one-way flights from Paris to New York, enough for nearly the entire population of the Netherlands to take a transatlantic flight (Anderson, 2025). Furthermore, Statista (2023) reports that Western European internet users watch TV or stream content online for about an hour daily, while global research on video streaming applications shows that consumers spend almost seven hours and thirty minutes per week on these apps (Curry, 2025). Ultimately, each month, billions of hours are streamed globally, and as platforms offer more options like autoplay and greater resolutions, associated energy usage keeps rising. Understanding this connection between digital consumption and energy demand is crucial for developing more sustainable streaming practices.

 

Towards green transition and media practices

To achieve Europe's climate goals, both legislation and industry initiatives are working towards a greener transition in media and media practices: (1) The EU Green Deal is driving a sustainable transformation across all sectors, (2) Green Producers Club is establishing a research-based climate instrument that measures and helps mitigate emissions to reduce CCI emissions in line with the Paris Agreement, and (3) EU-funded projects such as StreamSCAPES are exploring VoD services in Europe and how their SCT can be promoted (European Commission, n.d.). Together, they provide a shift towards greener media practices across Europe.

 

Green Media Practices represent a conscious effort to minimise the ecological footprint of the media industry. This encompasses a wide spectrum of activities, from reducing energy usage in data centres powering streaming services to promoting sustainable printing practices for publications. (Sustainability Directory, 2025b)

 

Producers and streaming platforms are also taking initiatives to support these sustainability objectives. Platforms like NEP (2025) and Viaplay Group (2024) have set quantifiable goals, including striving for data centres powered by renewable energy and strengthening evidence-based environmental, social, and governance strategies. According to Viaplay Group's 2024 annual sustainability report (p. 8), GHG emissions from its operations have been significantly reduced (-49%). With the help of programs like the Climate Neutral Data Centre Pact, the industry is moving towards green media practices through eco-design guidelines, data centres powered by renewable energy, and green production techniques.

 

Sustainable streaming habits

Green streaming, eco-friendly or sustainable streaming, is an important concept that refers to the use of sustainable and environmentally friendly practices in the streaming video industry. (Jet-Stream, 2023)

While the VoD and audiovisual industries strive for green media practices, individual practices also matter. The energy consumption of each view can be reduced by the method we use to stream. Here are even sustainable streaming habits (Anderson, 2025; Directorate-General for Climate Action, 2025; Sustainability Directory, 2025a):

1. Choose lower resolution on VoD : Stream in SD or HD (1080p or even 720p) instead of 4K.
2. Download content for offline viewing : Save shows or movies to avoid repeated streaming.
3. Be mindful of auto-play and binge-watching : Only play what you plan to watch, avoiding unnecessary energy use from queued content.
4. Prefer Wi-Fi over mobile data : Streaming via Wi-Fi is more energy-efficient than cellular networks.
5. Use smaller screen when possible: Laptops, tablets, or smartphones consume less energy than large smart TVs.
6. Support eco-friendly VoD platforms : Choose services committed to renewable energy and carbon-reduction initiatives.
7. Use green platform settings : Enable data-saving modes, default to lower resolutions, and download content for offline viewing to reduce energy use

Let’s stream responsibly and support a greener digital future! 

 

 

References

Anderson, K. (2025, February 14). The carbon cost of streaming. Greenly. https://greenly.earth/en-gb/leaf-media/data-stories/the-carbon-cost-of-streaming

Curry, D. (2025, July 23). Video Streaming App Benchmarks (2025). Business of Apps. https://www.businessofapps.com/data/video-streaming-app-benchmarks/

Directorate-General for Climate Action. (2025, February 19). Going digital – good or bad for the climate? European Climate Pact. https://climate-pact.europa.eu/articles-and-events/pact-articles/going-digital-good-or-bad-climate-2025-02-19_en

Efoui-Hess, M. (2019). Climate crisis: The unsustainable use of online video – A practical case study for digital sobriety. In The Shift Project. https://theshiftproject.org/app/uploads/2025/04/Press-kit_Climate-crisis_The-unsustainable-use-of-online-video.pdf

European Commission. (n.d.). The European Green Deal. European Commission. https://commission.europa.eu/strategy-and-policy/priorities-2019-2024/european-green-deal_en

Eurostat. (2025, July 10). EU people turn to internet for cultural purposes. Eurostat. https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20250710-2

Ferreboeuf, H., Efoui-Hess, M., & Verne, X. (2021). Environmental impacts of digital technology: 5-year trends and 5G governance. In The Shift Project. https://theshiftproject.org/app/uploads/2025/02/Environmental-impacts-of-digital-technology-5-year-trends-and-5G-governance_March2021.pdf

Jet-Stream. (2023, January 5). What is green Streaming? https://jet-stream.com/what-is-green-streaming/

McNutt, L. (2025, May 7). What is the environmental impact of digital technology? Media. https://www.wedia-group.com/blog/what-is-the-environmental-impact-of-digital-technology#:~:text=%F0%9F%91%89%20Digital%20technology%20is%20responsible,digital%20technology%20and%205G%20rollout.

NEP. (2025). Sustainability & ESG Report. In NEP. https://cdn.prod.website-files.com/5bc9fe82c6c2f54b071f0033/67c86ae9945e50e38557e407_47494f042f0c12d9c19279462e736bd8_NEP%202025%20Sustainability%20%26%20ESG%20Report.pdf

Ranchet, M. (2024, August 26). European Broadcasters’ Journey into the Streaming Era. Streaming Media Global. https://www.streamingmediaglobal.com/Articles/Editorial/Featured-Articles/European-Broadcasters-Journey-Into-the-Streaming-Era-165563.aspx

Statista. (n.d.). Video Streaming (SVOD) - Europe. https://www.statista.com/outlook/amo/media/tv-video/ott-video/video-streaming-svod/europe?currency=EUR

Statista. (2023, November). Daily time spent consuming media by internet users in Western Europe in 1st half of 2023, by media. https://www.statista.com/statistics/1342873/daily-media-consumption-time-internet-users-wesern-europe/?srsltid=AfmBOooV-UvM4EuVdJCzsdSxhD4SMDQ_9ZLXUQReAfZpbTNGkV3Pk92d

Statista. (2025a, February). Number of connected devices worldwide as of February 2025, by device. https://www.statista.com/statistics/1559435/connected-devices-worldwide/

Statista. (2025b, February). Number of internet and social media users worldwide as of February 2025. https://www.statista.com/statistics/617136/digital-population-worldwide/?srsltid=AfmBOoquXHVPawbgHkj9zcM4hqa-LYt4PrX3hkWLj-dcE9bpWDC44P9i

Sustainability Directory. (n.d.). Digital Carbon Footprint. https://lifestyle.sustainability-directory.com/area/digital-carbon-footprint/

Sustainability Directory. (2025a). How Can I Stream More Sustainably. https://lifestyle.sustainability-directory.com/question/how-can-i-stream-more-sustainably/

Sustainability Directory. (2025b, March 20). Green Media Practices. https://climate.sustainability-directory.com/term/green-media-practices/

World Bank, & International Telecommunication Union. (2024). Measuring the emissions & energy footprint of the ICT sector: Implications for climate action (ISBN 978-92-61-38541-5). The World Bank & International Telecommunication Union.
 https://documents1.worldbank.org/curated/en/099121223165540890/pdf/P17859712a98880541a4b71d57876048abb.pdf

Viaplay Group. (2024). Annual & Sustainability Report 2024. In Viaplay Group. https://www.viaplaygroup.com/sites/viaplay-corp/files/2025-03/Viaplay_Group_Annual_and_Sustainability_report_2024.pdf

Visser, D. (2024, January 9). Eco-Friendly Digital Habits: Making Sustainable choices in the Online world. Stagent. https://stagent.com/blog/eco-friendly-digital-habits-making-sustainable-choices-in-the-online-world