21923 - SCTE Broadband Aug2023 COMPLETE v1 (1)

49 Vol. 45 No. 3 - September 2023 Issue from the industry The convenience and accessibility streaming services offer have propelled their popularity, but this has come at a significant cost to the environment; few outside the industry have the slightest idea how much either. The energy required to power data centres, deliver content and support the immense infrastructure behind streaming platforms has led to a considerable carbon footprint. As the demand for high-quality video content continues to grow, so does the environmental impact. Use of the internet accounts for 3% of the world’s carbon emissions, and 70% of the content we consume is streamed. Streaming content for an hour produces the same amount of carbon as driving a car for ¼ mile. Recognising the urgency of this issue, the Greening of Streaming project has emerged as a collaborative effort involving streaming industry leaders, environmental organisations and technology innovators. The project’s main objective is to implement strategies that reduce the environmental impact of streaming while ensuring a seamless and satisfying user experience. One of the primary focuses of the Greening of Streaming project is the development of energy-efficient infrastructure, including the LESS Accord, (Low Energy Sustainable Streaming). Data centres require vast amounts of energy to operate and are reliant on fossil fuels to be cooled, although as the demand for content increases and new data centres are being built all the time, advantage is being taken of colder climates as they can take in outside air to cool themselves. Facebook’s own data centres are located near the Arctic Circle in Sweden for this reason. Such gestures barely touch the surface however. The project encourages the adoption of renewable energy sources, such as solar and wind power, to power these data centres. Additionally, advancements in cooling technologies and server optimisation are being explored to reduce energy consumption further. High-definition and 4K streaming contribute significantly to the data load being transmitted across the internet. This not only requires more energy but also strains network resources. Robinson and his team advocate for improved video compression algorithms and bandwidth optimisation techniques to deliver the same quality content with reduced data usage. This not only benefits the environment but also enhances the user experience by ensuring smoother playback even in areas with limited bandwidth. While technological advancements play a crucial role in reducing the carbon footprint of streaming, Robinson says user behaviour is equally important. The project emphasises raising awareness among viewers about the environmental impact of their streaming habits. Encouraging users to adjust Dom Robinson, Founder Greening of Streaming Sustainability I N F O C U S