TECHNICAL
6. The Environmental Impact of OTT TV and Streaming: How ESG and AI are shaping the Future
Streaming Sustainability: Unveiling the Environmental Impact of OTT TV In recent years, the world has witnessed a remarkable surge in the popularity of Over-The-Top (OTT) TV and streaming services. As more people choose to stream their favorite content, the question arises: what impact does this trend have on the environment? Streaming is undoubtedly changing the way we consume media. It offers convenience, choice and on- demand access to a vast array of content. However, the convenience of streaming comes with a significant energy and environmental footprint. Data centres, content delivery networks and the devices we use for streaming all contribute to energy consumption and carbon emissions. Green Streaming Initiatives: A Path to Sustainability To address concerns about the environmental impact of streaming, companies are actively exploring ways to reduce their carbon footprint. Some key initiatives include: n User Engagement: Encouraging users to be mindful of their streaming
aligning with ESG principles makes companies more attractive to socially responsible investors, offering funding and growth opportunities. AI‘s Role in Green Streaming AI is a driving force behind the quest for green streaming. One of its most significant impacts is in content compression. AI-powered compression algorithms can optimise video encoding, reducing the amount of data required for streaming while maintaining high-quality visuals. This means that the data rate for streaming is expected to drop significantly in the coming years, resulting in reduced energy consumption and emissions. Netflix has already made significant strides in this direction. They use AI algorithms to encode videos more efficiently, resulting in a 20% reduction in data usage without compromising quality. The streaming industry is undergoing a transformation driven by ESG principles and AI innovations. Green streaming initiatives are reducing the environmental impact of OTT TV and streaming, benefiting both the planet and the companies involved. As AI continues to enhance compression algorithms and optimise energy use, the future of streaming looks more environmentally friendly, ensuring a sustainable and enjoyable viewing experience for all.
habits, such as turning off autoplay and lowering video quality when necessary. n Eco-Friendly Hardware: Developing energy efficient streaming devices and smart TVs. n Data Centre Efficiency: Optimising
data centre operations through AI- driven solutions to reduce energy consumption.
n Content Compression: Implementing more efficient compression algorithms to reduce data transfer and energy use during streaming.
Benefits of Green Streaming
Transitioning to more environmentally friendly streaming practices offers several advantages for providers and users in the OTT TV space. For users: Green streaming benefits consumers by reducing their carbon footprint and potentially lowering their energy bills through more energy efficient data processing. As a side effect, this is also leading to an improved experience for users on limited bandwidth. For providers: It fosters a positive brand image, increasing customer loyalty. Additionally, investing in energy-efficient infrastructure leads to cost savings and ensures compliance with stricter environmental regulations. Furthermore, of AI and its capacity to address both industry challenges and environmental considerations. As the OTT landscape continues to evolve, the integration of AI and ML technologies will undoubtedly play a central role in driving innovation, customer engagement and sustainability in this dynamic sector. The challenge for telcos is to assess the value of the presented AI use cases, as well as future use cases that may come
7. CONCLUSION
This article has explored a range of pivotal AI use cases within the realm of OTT TV products offered by European telcos. From personalised ads to AI- driven recommendations, predictive content discovery, fraud prevention and the intersection of ESG principles with AI, these insights collectively underscore the transformative potential of AI and ML in shaping the future of OTT television. Not only do these diverse applications enhance the viewer experience, but they also demonstrate the adaptability
up and align them with the generic OTT Strategy Framework for Telcos. The decision on which use cases to prioritise depends on each company‘s unique circumstances, such as strategy, goals, capabilities and market conditions.
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Volume 48 No.1 MARCH 2026
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