Greening of Streaming welcomes Pixop as its new member

PARIS, FR and ODENSE, DK - 10 July 2026 - Greening of Streaming (GoS), the Paris-based global non-profit association working to make streaming more sustainable and energy efficient, welcomes Pixop, a video enhancement technology provider, to its growing network of members.

Pixop uses machine learning to restore and enhance video, enabling broadcasters and media companies to deliver UHD-quality output from HD footage. Productions can keep shooting and storing in HD and still deliver in UHD without building native UHD production infrastructure or changing their existing workflows.

That capability sits behind the question Pixop wants to explore alongside the rest of the industry: whether ML-based enhancement can reduce the need for native UHD production infrastructure, and whether comparable quality can be reached in existing workflows, avoiding the embedded carbon of new build-out or the extra cost of local video upscaling on millions of devices. These are open questions rather than established findings.

"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," said Morten Kolle Christensen, CEO and Co-Founder of Pixop.

Pixop's core technology is now integrated into OWL (Online WattLab), GoS's real-time energy measurement tool, so the energy used to restore and enhance content can be measured directly rather than estimated. That's one side of a trade the industry has mostly asserted rather than measured: enhancement uses energy to avoid building new infrastructure and repeating that work on every viewer's device. Whether that trade pays off, and by how much, is what Pixop is joining GoS to work on with other members.

Video quality is measured alongside energy use, using an approach built for content designed to improve on its source rather than just match it.

"Early measurements suggest a few hundred watt-hours to upscale an hour of source feed once, shared to every viewer, against the same work repeated on millions of devices. 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," said Ben Schwarz, President of Greening of Streaming.

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About Greening of Streaming

Greening of Streaming is a global, member-driven non-profit association uniting the streaming industry to make it more sustainable and energy efficient. Members contribute expertise and resources through Labs focused on measurement, policy and industry engagement, with a shared commitment to evidence-based practice and no greenwashing.

Find out more at www.greeningofstreaming.org

Media contact:  hello@greeningofstreaming.org 

About Pixop

Pixop provides ML-based video enhancement technology that helps broadcasters and media companies deliver UHD-quality video from HD source material, without changes to existing infrastructure.

Find out more at www.pixop.com.

Media contact: Marta Twardowska-Rienks E: marta@wolfpackcoms.com M: +31 621184585