The environmental impact of streaming extends far beyond servers and networks: it reaches our mobile devices and living rooms. At Greening of Streaming, we’ve been investigating where and how energy is consumed across the streaming ecosystem. These four recommendations emerged from our research and testing. We don’t claim they are the most important actions, but they are practical, user-facing steps that operators and service providers could promote or support today.
1. Dim the lights while watching
Lowering ambient lighting while watching content is a simple yet powerful action. Our data shows that display energy consumption can drop by as much as 50 per cent in optimal conditions when users dim their room lighting (at IBC2023, the Ultra HD Forum demonstrated TV power consumption even tripling between pitch dark and direct sunlight). This works because screens adjust brightness to match the surrounding environment; darker rooms require less screen illumination.
This isn’t just about energy. Reduced screen brightness in a darker room also lessens eye strain and fatigue, creating a more comfortable viewing experience. It’s a classic win-win: good for users and good for the planet.
Service operators could educate subscribers on this through user interface prompts, eco-mode settings, or onboarding tips—helping viewers make simple choices that reduce energy use without compromising experience.
2. Make smarter device upgrade decisions
The environmental choice between keeping or replacing a device depends on two key factors: how much energy it consumes, and how clean the local electricity grid is.
- When to upgrade: If a user has an older, energy-hungry device and lives in a region powered by fossil fuels, upgrading to a modern, efficient model can result in immediate environmental benefits. For example, replacing a 500-watt TV with a 50-watt one in a coal-powered region makes obvious sense.
- When to keep: If the existing device is already reasonably efficient, and even more so if the user’s grid is primarily renewable-powered, the carbon cost of manufacturing a new device will probably outweigh the efficiency gains.
Platform providers can play a role in helping users understand this balance, whether through energy efficiency labelling, lifecycle messaging during upgrades, or partnerships with manufacturers focused on durability and repairability.
3. Use audio-only when video isn’t needed
Many streaming moments don’t require visuals, think music, podcasts, ambient sounds, or familiar content. In these cases, turning off the screen can yield significant energy savings, since the display is typically the most power-hungry part of the setup.
Unfortunately, many platforms don’t support audio-only playback unless it’s behind a paywall. YouTube, for example, allows background playback only via subscription, effectively locking energy-saving functionality behind a premium feature.
This presents an opportunity for service providers: by enabling or promoting audio-only playback, especially for content types that don’t rely on visuals, platforms could drive significant cumulative energy savings. At a minimum, guiding users toward existing audio-first options and providing simple brightness controls for passive listening can make a meaningful difference.
4. Be aware of peak network hours (emerging recommendation)
Unlike individual devices, network infrastructure is dimensioned to handle peak demand, not average usage. That means, even when users stream during off-peak times, the infrastructure is powered to accommodate the busiest hours, typically prime-time evenings.
While this is still an area of ongoing research, the potential impact is clear: if enough users shift some of their flexible viewing to off-peak times, it could help reduce the need for overprovisioned, energy-intensive infrastructure.
Operators and platforms could experiment with behaviour-shaping incentives: from download-for-later options to awareness campaigns that illuminate the energy costs of peak usage.
Where per-user savings may be too small to return through direct discounts, a gamified approach could be more effective. For instance, users who stream during designated off-peak windows could earn entries into a lottery for high-value prizes. Winners could then choose to accept their reward or donate its value to a sustainability cause, becoming “eco-heroes” within their community. This model introduces a meaningful incentive that transforms small actions into collective impact, with a positive user experience at the heart.
The collective opportunity
None of these actions requires significant sacrifices. They are about enabling better defaults, informed choices, and subtle shifts in usage patterns. These are actions that operators, platform designers, and network engineers can support through design, policy, and education.
These four suggestions emerged from our research and ongoing discussions at Greening of Streaming and form part of a broader push to make the streaming ecosystem more sustainable.
As we move into 2026, we are extending our work beyond end users to engage with other key stakeholders across the streaming value chain. These include:
- Users (underway)
- Content providers
- Internet Service Providers
- Content Delivery Networks
- Hardware manufacturers
- Standards development organisations
- Regulators
- Other organisations, such as IABM, CTA, UHDF, SVTA, DTG, Green Software Foundation, Shift Project, …
Through these collaborations, we aim to co-develop actionable, evidence-based recommendations that reflect the operational realities of each segment. Our goal is to ensure that sustainability becomes an embedded, practical consideration at every level of the streaming experience.
