Pixop joins Greening of Streaming to study AI’s sustainability impact
July 10, 2026 10.21 Europe/London By Julian Clover


Video enhancement specialist Pixop has joined the Greening of Streaming initiative, with the companies planning to measure whether AI-powered video enhancement can reduce the environmental impact of UHD streaming.

Pixop uses machine learning to restore and upscale HD video to UHD quality, allowing broadcasters to continue producing and storing content in HD while delivering UHD output. The company says the approach could reduce the need for native UHD production infrastructure, although it acknowledges the environmental benefits have yet to be proven.

As part of the collaboration, Pixop’s technology has been integrated into Greening of Streaming’s Online WattLab (OWL) energy measurement platform, allowing researchers to measure the energy consumed by AI enhancement and compare it with the potential energy savings from avoiding UHD production and device-side upscaling.

Pixop CEO and co-founder Morten Kolle Christensen said: “Our mission is to deliver the best possible video quality from any source at the lowest infrastructure cost. Greening of Streaming aligns directly with that.”

Greening of Streaming President Ben Schwarz said the partnership aims to replace assumptions with real-world data. “How much of that device-side energy is genuinely avoidable, rather than already being spent, is exactly what we want to turn into real data.”

The collaboration reflects the industry’s growing focus on measuring the environmental impact of streaming technologies rather than relying on theoretical estimates.