Pixop joins Greening of Streaming
July 10, 2026
Greening of Streaming (GoS), the Paris-based global non-profit association working to make streaming more sustainable and energy efficient, has announced Pixop, a video enhancement technology provider, as its newest member.
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.
“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,” commented Morten Kolle Christensen, CEO and Co-Founder, 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,” said Pixop.
“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,” added Ben Schwarz, President of Greening of Streaming
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