Philippe Wetzel, chief executive officer and founder of VITEC, explains why the explosion in video traffic demands a combination of sustainable production, distribution, and consumption The post Video traffic on the rise: Why AV organisations must adopt sustainable practices...
The internet contributes more than 3.7% of global greenhouse gas emissions (The Shift Project, “The Internet’s CO2 Footprint: Facts and Figures,” 2022). Within that, video represents over 80% of the traffic that flows through this global network. And this figure is increasing at about 25% per year. A similar trend is unfolding across enterprise networks deployed by organisations of all sizes and industries. The tremendous amount of video traffic managed today by IT departments is now challenging data centre operations as one of the biggest generators of corporate carbon emissions.
Adding to the challenge is how users produce and consume video in both their personal and professional lives. Consumers are not only watching videos for work and play; they are increasingly producing and sharing content for distribution on social media and enterprise networks for colleagues, customers, and suppliers. In so doing, demand for encoders – to support video content creation and the decoders that enable consumption – has been driven to record highs.
It is in this context that it is important to focus on the details of video technology. Encoders, for instance, consume significantly more energy than decoders – sometimes as much as 5 to 10 times as much energy, in comparison. As a result, in addition to more traffic flowing through public and private networks, much more original content generation is taking place, significantly elevating the carbon footprint of the video sector.
SUSTAINABLE PRACTICES
This is why tracking the impact of digital video consumption across the business ecosystem is becoming increasingly important. Industry leaders must balance sustainability with the ever-growing corporate and consumer demand for video content. They must take responsible steps to initiate efforts to reduce the carbon footprint on the entire value chain of this industry. Carbon footprint assessments must encompass all direct and indirect emissions within the value chain. This should include everything from the extraction of raw materials, design, manufacturing, transportation, and even the final recycling of the devices. All key players will need to actively participate in reducing energy consumption across their segment of the ecosystem.
So what can be done to reduce the impact of video traffic? In fact, there are a number of things that can be done. These include using more efficient encoders and decoders. The latest encoder and decoders have been designed to significantly reduce the amount of data required to transmit high-quality video, a feature which can lower overall energy consumption. Of course, reducing the bitrate of video content (without compromising visual quality) through techniques like adaptive bitrate streaming which dynamically adjusts the bitrate based on network conditions and display resolution, also has a role to play.
Other initiatives that can make a difference include using more energy-efficient data centres for storage, using renewable energy sources as well as educating users about the environmental impact of video consumption. Campaigns to raise awareness among video consumers about the environmental consequences of their viewing habits will hopefully encourage responsible consumption habits. This includes opting for lower bitrate streams (as above), adjusting display brightness, and turning off idle video playback.
The video industry is facing a number of challenges, including the increasing demand for video content and the environmental impact of video traffic. However, there are a number of things that can be done to reduce the impact of video traffic and make the industry more sustainable. By working together, industry leaders can make a real difference in reducing the environmental footprint of the video sector.
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