When we think about pollution, we imagine factories, traffic, plastic in the oceans… We rarely think about a TikTok video, a streaming series, or a Google search. Yet our digital lives also have an environmental footprint. Every like, every email, every file saved in the cloud requires energy, servers, cooling systems, and physical infrastructure. The internet is not made of air: it is a gigantic machine that consumes real resources.
Streaming: virtual entertainment with a real weight
When you watch a movie in streaming, you are using real energy to transfer data between the server and your device. According to an article by Ca’ Foscari University of Venice, watching a two-hour movie in streaming pollutes as much as a 45-minute car trip. To consume more consciously, it is important to consider that 4K or 8K videos require much more data—and therefore more energy—than standard definition, resulting in a greater environmental impact for every hour of viewing.
And it’s not just about servers: network infrastructure, the data centers that support it, and the devices themselves all consume energy, even when the content is digital.
Cloud and data centers: where our data lives
Everything we store online—photos, videos, documents—resides in data centers: huge physical facilities filled with servers operating 24/7. According to the IEA, data centers alone account for about 1.5% of global electricity consumption (2024), and this amount continues to grow as digital services such as cloud storage, streaming, online gaming, and social networks expand.
In addition to electricity, these facilities also require large amounts of water to cool the servers, further impacting natural resources.
Artificial intelligence: hidden power and impact
The growing use of applications based on artificial intelligence (AI) brings with it an ever-increasing demand for computing power. AI systems require intensive calculations that lead to higher energy consumption by data centers.
Beyond electricity use, AI has a multi-level impact:
- electricity for model processing;
- water for server cooling;
- production and disposal of specialized hardware (such as GPUs), which require rare resources and generate electronic waste.
Studies reported by Euronews estimate that the energy footprint of advanced AI systems can be comparable to that of a small country or established industrial sectors, due to millions of tons of CO₂ emitted annually.
Infinite scrolling and always-on gadgets
Compulsive use of social media, constant notifications, and “infinite scrolling” not only harm our psychological well-being, but also increase environmental impact. Every content load requires servers to process and transfer data, activating energy in data centers every time we open an app or refresh a feed.
Devices themselves have an environmental impact that begins long before use:
- extraction of materials such as lithium, cobalt, and rare earths;
- energy-intensive manufacturing processes.
Not to mention disposal, which generates electronic waste that is difficult to recycle and potentially hazardous.
What we can do as individuals
The good news is that many daily digital choices are under our control. Simple actions, if adopted consciously, can reduce environmental impact:
- Use less data when possible: lower video quality (e.g., from 4K to HD) and download content offline instead of repeated streaming.
- Clean up and reduce unnecessary data: delete old files from the cloud and emails with heavy attachments.
- Reduce unnecessary screen time: limit infinite scrolling and disable auto-playing videos.
- Extend the life of devices: use them longer, repair instead of replacing them, and choose products with better energy certifications.
Digital life has given us unprecedented connections, information, and opportunities—but it is not without consequences for the environment. Behind every tap, every video, and every algorithm there are real infrastructures that consume resources, energy, and water.
Being conscious digital citizens means recognizing that the virtual world has a real cost, and that less impulsive digital choices can contribute to a healthier planet. Reducing waste, optimizing data use, and extending the life of our devices is not only sustainable—it is a form of collective responsibility.
Discover more content dedicated to the ecological transition on the Museum of Saving blog. Take part in our events, workshops, and training paths designed to support youngsters, adults, families, and schools in building solid foundations for their future. Explore downloadable resources on www.museodelrisparmio.it.