CEOWORLD.BIZ — February 11th, 2025.
Streaming is now the default way billions of people around the world access entertainment, replacing cable TV and physical media with an endless buffet of on-demand content. As global OTT video subscriptions head toward an estimated 2 billion by 2028, the industry’s strategy has historically revolved around scaling fast to keep up with consumer demand. The speed at which streaming has become a worldwide phenomenon has left little room for reflection as platforms have prioritized expanding content libraries, and raced to penetrate new markets, fueled by fierce competition for market share and cultural dominance.
The result has been an industry balancing immense potential with the challenges of rapid expansion, laser-focused on delivering more content, faster and more personalized than ever before. However, as streaming platforms race to provide the next big innovation—4K and 8K video, virtual reality experiences, interactive programming—they are running headlong into the problem of sustainability.
Streaming is responsible for 3-4% of the global carbon footprint, which is comparable to the aviation industry. Behind every instant stream, there is a network of energy-intensive processes powering its seamless experience. Data centers storing terabytes of video content and consumer devices running non-stop are just a few of the ways the industry’s carbon footprint has grown almost as fast as audience demand, pushing the limits of what the current infrastructure can support without significant environmental consequences.
Leaders across nearly every sector should be acutely aware of the growing urgency surrounding sustainability. It has become a central pillar of corporate strategy, necessary to staying competitive amidst consumer expectations, investor demands, and evolving regulatory frameworks. Streaming is no exception to this rule, and an industry that reshaped global entertainment in the span of two decades must now consider how to adapt its operational models to align continued innovation with sustainable practices.
Dan Goman, CEO of the cloud-native media supply chain company, Ateliere Creative Technologies, emphasizes that leaders in the industry should see sustainability as an opportunity to innovate. Ateliere’s solutions, such as Ateliere Connect and FrameDNA™, leverage advanced cloud infrastructure and AI-driven tools to streamline media supply chains, eliminate redundancies, and enhance efficiency—all while minimizing the environmental impact of traditional workflows. An industry outsider who built his career in software and technology before founding Ateliere, Dan Goman highlights that the entertainment industry as a whole has historically been resistant to change, and the next decade presents an opportunity for streaming to shake the stagnation of its predecessors.
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