Media Climate Accord to Launch at IBC Show 2025, Uniting the Global Media Industry for a Net-Zero Future

A powerful new initiative, developed by the Media Technology Sustainability Series (MTSS), the Media Climate Accord (MCA), will officially launch at IBC Show 2025, uniting the global media and entertainment technology sector around a shared commitment to climate action and net-zero emissions.

With video now representing more than 80% of global internet traffic, the media industry’s environmental footprint is undeniable. While estimates suggest that infrastructure accounts for 2–3% of global electricity use (IEA), the true energy cost of streaming remains poorly understood and inconsistently measured. Green productions are becoming more common, but without a unified, media-specific climate framework, the sector lacks the data and tools needed to drive meaningful change.

The MCA aims to close this gap by bringing together the entire media value chain from broadcasters, studios, vendors, streamers, content creators, distribution, and infrastructure providers to drive sector-wide change. With a mission to achieve net-zero emissions by 2040 and to transform the industry including its most iconic events such as the Olympics, World Cup, and Super Bowl into a beacon of media tech innovation and accountability.

Signing on to the MCA is straight forward.  Signatories commit to the framework of measuring their energy consumption and carbon footprints, reporting these measurements, and communicating their results to the industry and other stakeholders. 

MCA Commitments as an Industry

• Achieve a 40% reduction in energy consumed per streaming hour by 2030, measured against a 2025 baseline.

• Reach net-zero greenhouse gas emissions by 2050 to be in alignment with the Paris Agreement, but ideally to target 2040.

• Promote open standards for energy and carbon measurement across the media value chain.

• Embed sustainability into production, digital workflows, and distribution systems.

• Share progress through the MCA’s annual benchmarking platform.

The Accord provides a flexible, segmented framework across four key areas: Green Production, Efficient Digital Factory, Sustainable Distribution, and Conscientious Consumption, enabling companies of all sizes and roles in the value chain to participate meaningfully.

Industry Support and Alignment

The MCA is designed to complement and amplify existing climate programs, offering media-specific tools and collaboration opportunities.

Barbara Lange, Co-Founder of the Media Tech Sustainability Series, said:“The media industry shapes culture and public perception on a global scale.  We launched the Media Climate Accord to rally this industry around urgent climate action. The Accord creates a shared framework to reduce our footprint, exchange best practices, and drive innovation—committing to major energy reductions by 2030 and net-zero by 2040.”

Rowan de Pomerai, CEO of the DPP, added:“In our recent Sustainability Pulse Check, 89% of respondents said sustainability was a high or moderate priority for their organisation. With MCA, we can turn prioritisation into progress. The Accord recognises measurement and reporting as key steps, so we’re thrilled that the DPP’s Committed to Sustainability programme is a perfect complement, providing every company a non-judgemental way to understand their baseline and make progress on their sustainability journey.”

Ben Schwarz,

of Greening of Streaming, stated:

“Greening of Streaming is proud to support the Media Climate Accord by contributing our Remote Energy Measurement Platform. This will enable real-time monitoring of power consumption during target events, providing the transparency needed to drive meaningful reductions in energy use.”

Mike Mattera, Director of Sustainability at Akamai

 "At Akamai, we believe collaboration is key to climate solutions. As the operator of the world’s most distributed cloud platform, it provides us a unique opportunity for sustainable innovation, making the Media Climate Accord a natural step. We are proud to work with our peers to share solutions, enhance shared infrastructure, and minimize our collective footprint. By uniting our efforts, we can realize a future where the world’s most captivating content is delivered with world-class environmental stewardship."

A Call to Action

The MCA invites organizations across the global media and entertainment sector to join this collaborative movement. By committing to measurable targets, transparent reporting, open communications, and shared innovation, participants will help ensure the story media tells is one of climate progress not climate regret. Further information can be seen at https://www.mtsseries.org/media-climate-accord

The MCA will be launched officially during MTSS session on Sunday 14 September at IBC. More information and registration can be found at https://www.mtsseries.org/event-details/from-vision-to-action-advancing-sustainability-in-media-tech