Broadcasters across the Atlantic are tackling sustainability in vastly different ways. European broadcasters are establishing formal systems to monitor and enhance their environmental impact, while their US counterparts lean towards operational efficiency and high-profile projects, often with less emphasis on 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 partly shaped by public mandates and regulations. Erling Hedkvist of Arkona and Manifold explains that sustainability clauses in vendor contracts are standard for major European broadcasters. “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.” Several UK networks have taken a significant step forward. 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 involves on-screen tracking forms to measure climate-related themes in programming, generating annual industry-wide data. “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.
US-based operations lack an equivalent initiative, though some companies have voluntary internal programs. NBCUniversal’s Sustainable Production Program, for instance, uses electric vehicles and other eco-friendly measures. However, these efforts are mostly opt-in, focusing on facility performance rather than comprehensive emissions data. Bullett highlights a crucial gap: limited reporting on Scope 3 emissions (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 content strategy. Bullett emphasizes that “It’s embedded at a strategic level,” in Europe, unlike the US, where it’s often viewed as a facility or operational issue. However, progress is being made in the US, driven more by business efficiency. A 2024 Sony Europe report highlights “industry culture and behavior” and cost as barriers to wider adoption of sustainability practices. Hedkvist points out that “Sustainability can both be good for the planet and the pocketbook at the same time so it’s more than just marketing.” As video streaming emissions rise, both continents face increasing pressure to act, though their approaches remain significantly different.