Over the past decade, Accedo has joined forces with a range of partners and leading industry players to address the need for environmental responsibility in the video industry. Several key factors are driving the shift towards more sustainable streaming, including advancements in energy efficiency, eco-friendly content delivery methods, and increasing user awareness and behavioral changes. 

In the world of video streaming, user engagement is key to the success of any feature, and sustainability is no exception. According to a previous research study conducted by Accedo, almost one third of global users consider a service’s commitment to reducing carbon emissions a must to keep using it. A similar percentage places the same importance on a video business’ investment in projects that are good for the environment. 

When designing for sustainability, it's crucial to deeply understand how the audience will perceive, understand and interact with concepts and features. It's not just about implementing eco-friendly practices; it's about ensuring that these features resonate with users and fit seamlessly into their daily habits, avoiding any negative impacts on their video experience.

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Partnering with CME to accelerate their sustainability practices‍

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Earlier this year, Accedo was fortunate enough to collaborate closely with the team at Central European Media Enterprises (CME), guiding and supporting their sustainability journey by identifying challenges and developing effective solutions. CME is a leading content creator and broadcaster operating in Central and Eastern Europe, running a successful subscription streaming service called VOYO. Boasting impressive statistics for growth and user engagement, as well as winning Digital Product of the Year at the 2023 SoMo Gorac Awards, the service provides an ideal platform for the integration of sustainability features.

CME and Accedo worked closely together to develop a comprehensive research plan, including the definition of clear research goals, identification of key areas of inquiry, and creation of survey questions to ensure they would effectively capture users' awareness and attitudes toward sustainable practices. This was particularly important as sustainability can be a complex topic to approach - even more so when mixed with technologies used daily, such as is the case with video streaming. 

Both teams contributed with their respective expertise, with CME bringing deep knowledge of their user base and Accedo offering insights into OTT and user experience. Through this joint effort, we were able to create a well-structured research plan that set the stage for gathering valuable insights into the potential for sustainable innovations in streaming services.

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Understanding user attitudes and expectations

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The research study results showed a strong preference for eco-friendly streaming options, with 95% of users expressing a favorable view of such practices. However, only about 45% of respondents were aware of the environmental impact of streaming, and a significant majority do not actively seek information on a service’s environmental practices before subscribing. Despite this, nearly all respondents indicated that they would be open to using a streaming app that offers eco-friendly options, even though many are not yet convinced that these features would justify a higher price. This highlights a growing demand for sustainability in streaming, though there is still a gap in awareness and willingness to pay more for such services.

On the back of the research findings, CME has worked to implement a number of sustainability features, designed to provide users with greater insight into the sustainability impact of the content they consume. One of the first features to be introduced is that of Sustainability driven content ratings, offering users a visual representation of how much a piece of content focuses on environmental themes, such as ecology, sustainability, and conservation. Utilizing a straightforward 1-to-5 "green leaf" rating system, these ratings will be generated based on metadata, educating the service’s audience while also empowering them to make more environmentally conscious choices in their viewing habits.

Additionally, some of CME’s recent productions have received an Albert certification; a globally recognized and highly prestigious mark of sustainability in film and television production. During its production, the team followed strict sustainability guidelines, including energy-efficient studio management, recycling, and reducing transportation-related emissions. The success of this project extends beyond the show itself, as the crew involved in the production of one of the service’s most popular shows - San snova - even adopted these eco-friendly practices in their own homes, demonstrating how sustainable production can have a long-lasting impact on personal and professional lives alike.

"As we embark on this exciting new chapter of integrating sustainability into our platform, we understand the responsibility we carry—not only to our users but also to future generations. Partnering with Accedo has been a critical part of this journey, and their insights have helped us design features that are both impactful and user-friendly. These initial steps may be small, but they mark the beginning of our long-term commitment to sustainability, and we couldn’t be prouder."  Hana deGoeij, Head of Social Purpose and Sustainability, CME

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Looking ahead: a sustainable future for video streaming

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Going forward, CME is continuing its work to make Voyo an industry leader in sustainable streaming. While the company’s current initiatives are just the beginning, they are also recognized as laying an important foundation to enable further steps in the right direction. The vision extends far beyond content ratings and sustainable production certifications to also actively be looking into innovative features like an Eco Mode, aimed at reducing the energy consumption of the streaming platform. Furthermore, CME is committed to creating educational content for children, with a special focus on teaching sustainability principles from an early age.

This incredibly inspiring and successful project reflects our joint belief that sustainability is not just a trend, but the future of the video streaming industry.