Ketan Joshi
For some reason "AI is just like watching Netflix" is back in my feeds so I took that as a sign to update my data tracking for Netflix. The company's energy use rose 1% from 2021 to 2024. Compare that to: Google: 71% Nvidia: 88% Meta: 96% Microsoft: 119%
Mar 23 at 8:00amWeb
Show threadKetan Joshi2d ago
Where are all the multi-gigawatt, tens-of-megatonnes gas-fired data centres being proposed by Netflix? Are governments frantically rushing fast-tracking laws for video streaming? Which coal and gas plants are being reopened, extended or reenergised to power streaming?
Show threadKetan Joshi2d ago
I cannot emphasise enough how this minimisation tactic is explicitly designed to stop you thinking about the bigger picture and focus narrowly on the dodgy math of the exact moment you're in. Do not succumb. Check out the full updated dataset here: ketanjoshi.co/2025/05/23/d...

Data Collection – Big Tech Emi...
Data Collection – Big Tech Emissions + Energy

A collection of emissions and energy data for big tech companies, including the ‘unadjusted’ measures of scope 2 emissions often hidden or obscured.

Ketan Joshi
Show threadKetan Joshi2d ago
This is a good point that I should highlight - Netflix don't disclose 'scope 3' (third party) energy consumption, but you can infer at least a rough view of it from the sub-categories of scope 3 Slight fall in S3, both location/market based s22.q4cdn.com/959853165/fi...

RE: https://bsky.app/profile/did:plc:brnvybyafpy6swqksjzni4tu/post/3mhptuu7jm227
Show threadKetan Joshi2d ago
And, the drop in 2023 was due to the SAG-AFTRA strikes! s22.q4cdn.com/959853165/fi...
Show threadKetan Joshi2d ago
I think it's probably worth noting too that Netflix isn't exactly doing great against its targets BUT the core point here is that they're not seeing wildly rising emissions like the fossil fuelled AI majors are.... ketanjoshi.co/2023/10/28/n...

Netflix does not have a great ...
Netflix does not have a great climate plan

There is a telling bit in the first episode of the most recent season of Charlie Brooker’s ‘Black Mirror’. The episode opens with a staff member from fictional streaming service ‘Streamberry’ (desi…

Ketan Joshi
Show threadKetan Joshi2d ago
The total annual emissions from the gas-fired power stations *just to run Grok* will, once operational, be greater than the total global GHG footprint of all global streaming on Netflix, Amazon Prime and Disney+ (208bn hours) 🧐 ketanjoshi.co/2026/03/02/m... greenly.earth/en-gb/leaf-m...
Show threadKetan Joshi2d ago
Or: Grok's climate impact is about 20 Pornhubs (I should make this a standard metric)