How Rakuten TV aims to Achieve More Sustainable Streaming

Rakuten TV, the European streaming subsidiary of Japanese e-commerce and technology group Rakuten, has published its first environmental, social and governance (ESG) report, highlighting a 69.4% reduction in carbon dioxide emissions through data centre optimisation.

The streaming service, which reaches 150 million European households through smart TV partnerships and offers 10,000 on-demand titles, achieved the emissions reduction through changes to its data centre operations. This helped the company reduce its CO2 emissions by 69.4%.

"We're proud of the steps we've taken in reducing our carbon footprint and fostering greater diversity and inclusivity within the company," says Cédric Dufour, CEO of Rakuten TV.

Rakuten TV’s distribution network includes integrated access through smart TV manufacturers, with the service pre-installed on devices and accessible through dedicated remote control buttons. This helps the company enhance its growth across a range of European territories.

In recent months, the streaming sector has faced mounting pressure to address its environmental impact, particularly regarding energy consumption in content delivery networks and data centres. 

Rakuten TV's emissions reduction represents a response to these industry-wide concerns, with the platform having initiated sustainability measures across its content creation and distribution infrastructure. 

In addition, its advertising-supported video-on-demand (AVOD) service allocates advertising inventory to non-governmental organisations through a programme called "AVOD for Impact".

Aiming to bolster its diversity, equity, and inclusion (DEI) initiatives, Rakuten TV's original content division produces documentaries and programmes focusing on social issues including gender equality and mental health awareness. These productions are distributed without charge to viewers.

The company's internal operations reflect its ESG commitments through workplace initiatives. These include structured diversity and inclusion programmes spanning recruitment, career advancement and professional development.

Its sustainability report also indicates a shift in content strategy toward socially conscious programming. This approach aligns with broader industry trends toward purpose-driven content creation and distribution.

"As one of Europe's leading streaming platforms, we believe it is essential for creators and distributors of entertainment to represent reality in a complete, inclusive and accurate way, while minimizing their impact on the environment and promoting a culture of sustainability," says Fabiana Cumia, ESG and PR Director at Rakuten TV.

Looking ahead: Addressing sustainability and social inclusion

Rakuten TV states it is developing a decarbonisation strategy aligned with the Science Based Targets initiative (SBTi), a framework which helps organisations establish emissions reduction targets consistent with the Paris Agreement.

Representation is something that Rakuten TV believes it has a responsibility to promote, partly by hand-selecting the content that is available on its streaming services, and partly by creating Rakuten TV Originals that brings these stories to the forefront. 

These productions will focus on subjects including mental health awareness and those who have influenced social change in challenging sectors.

Such a strategy marks the company’s entry into sustainability reporting, joining other media and technology companies in providing transparent environmental and social impact data. It also reflects growing pressure on streaming services to demonstrate responsible operations.

"While our primary goal is to entertain people, we believe this should be achieved through responsibly made content that reflects the diversity of our world and encourages sustainable positive change," says Cédric.

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