Broadcasters across the Atlantic are tackling sustainability in vastly different ways. European broadcasters are implementing formal systems to monitor and improve their environmental footprint, driven by regulations and public mandates. In contrast, US broadcasters tend to focus on operational efficiency and high-profile projects, often lacking comprehensive carbon data or long-term climate strategies. “The thinking is a million miles apart,” notes Kristan Bullett, CEO of Humans Not Robots. “In the U.S., the focus on energy independence and fossil fuel extraction has grown… Meanwhile, European broadcasters and telcos are prioritizing sustainability, emphasizing ‘measure, measure, measure’ as they assess their carbon footprint.”
Europe's approach is significantly influenced by public mandates. Erling Hedkvist of Arkona and Manifold explains that major European broadcasters routinely include sustainability requirements in vendor contracts. “All of the ones from public entities and large European broadcasters include sustainability provisions,” Hedkvist said. “It’s not common among smaller and private broadcasters, especially in the U.S.” The UK demonstrates a more proactive approach. In late 2024, the BBC, ITV, Channel 4, Channel 5, Sky, and UKTV launched a joint initiative for standardized sustainability reporting across all content. This includes on-screen tracking during post-production to measure climate-related themes. “This universal measurement process is a breakthrough that will allow the industry to deliver on its pledge to create more and better climate content,” stated Catherine Ellis, BAFTA Albert’s head of climate content.
While the US lacks a similar industry-wide initiative, some companies have introduced voluntary programs. NBCUniversal’s Sustainable Production Program, for example, utilizes electric vehicles and renewable energy sources on sets. However, these efforts are largely opt-in, focusing on facility performance or production logistics, rather than comprehensive emissions data. Bullett highlights a significant gap: limited reporting on Scope 3 emissions from indirect sources. “Scope 3 emissions account for more than 90% of a cloud provider’s carbon footprint, and some of them are not reporting these numbers,” he said. “There are mixed feelings about the stories major cloud providers are sharing regarding their green initiatives.”
In contrast, Europe integrates sustainability into procurement, vendor selection, and even content strategy. Bullett observes that “It’s embedded at a strategic level… Whereas in the U.S., it’s often viewed as a facility or operations issue, rather than a system-wide priority.” Despite this, progress is being made in the US, albeit driven more by business efficiency than policy. A 2024 Sony Europe report revealed that while many media professionals report sustainability changes within their companies, industry culture and cost remain significant barriers. Hedkvist notes, “Sustainability can both be good for the planet and the pocketbook at the same time so it’s more than just marketing.” This perspective may shift as audiences, investors, and advertisers increasingly scrutinize environmental practices. The rising emissions from video streaming further intensify the pressure for action on both continents, though their approaches remain distinctly different.