Electrify Video Partners, the next-generation media company investing in and scaling creator-led businesses, has released its second annual Environmental, Social, and Governance (ESG) and Greenhouse Gas (GHG) Emissions Report. Building on its 2023 efforts, the 2024 report outlines Electrify’s strengthened commitment to sustainability, transparency, and social responsibility - essential pillars of the company’s mission to shape a better future for the creator economy and beyond.
Tracking Our Footprint: 2024 GHG Assessment
In partnership with Greenly, Electrify completed a comprehensive 2024 carbon footprint analysis across all operations, using 93% activity-based data. The result: a total carbon footprint of 12,000 tCO2e, with over 99% falling under Scope 3 emissions. On a per-employee basis, this equates to 173 tCO2e, significantly higher than the sector benchmark, driven largely by Electrify’s expansive digital video network.
Key emission contributors:
- YouTube Channels: 91% of total emissions (10,761 tCO2e), reflecting the impact of millions of hours of video viewership and content hosting.
- Service Purchases: 733 tCO2e, related to cloud platforms and creative services.
- Travel and Commuting: 237 tCO2e, even with a fully remote workforce.
- Product Purchases and Freight: 128 tCO2e.
The findings underscore a growing need for collective climate action across the digital media industry, particularly within high-bandwidth sectors like video streaming.
Climate Action: What We’re Doing
Electrify has committed to a multi-year decarbonisation trajectory aligned with the Paris Agreement and Net Zero principles. In 2024, the company began taking action across five critical areas:
- Optimising Digital Infrastructure:
- Reducing idle cloud resources and transitioning storage to data centres in regions with low-carbon energy grids.
- Adopting energy-efficient file formats (e.g., WebP, MP4) for marketing assets.
- Responsible Purchasing:
- Incorporating carbon impact criteria into procurement policies.
- Engaging suppliers to disclose their emissions and implement reduction plans.
- Travel and Commuting:
- Promoting direct, economy-class flights.
- Encouraging rail over air travel where feasible and replacing unnecessary travel with video conferencing.
- Data-Driven Governance:
- Continued compliance with GHG Protocol standards and enhanced data validation through Greenly’s platform.
- Transparent emissions disclosure and actionable reduction targets.
- Employee and Supplier Engagement:
- Training employees through Greenly’s climate quiz programs.
- Rolling out the Greenly Sustainable Procurement module across the supplier network.
ESG in Action
Beyond environmental efforts, Electrify continues to embed ESG into the fabric of its business:
- The Creator Foundation remains a cornerstone of social impact, with programs like the EduTuber Accelerator and partnerships with Human Rights Watch helping amplify voices and causes that align with the UN’s Sustainable Development Goals.
- A diverse team spanning 17 nationalities across 16 countries continues to drive growth and innovation from a global perspective.
- Transparent governance practices—including a comprehensive employee handbook and clear anti-corruption policies—reinforce accountability at every level.
A Call for Industry-Wide Collaboration
Electrify’s emissions are largely tied to the energy consumption of video infrastructure - a challenge shared across the digital content ecosystem. As part of its strategy moving forward, Electrify is calling on other players in the creator economy to measure their emissions, collaborate on best practices, and innovate toward a lower-carbon future.
What’s Next
Looking ahead, Electrify will:
- Set formal carbon reduction targets aligned with a 6.3% annual reduction pace, as recommended for Paris Agreement compliance.
- Expand supplier engagement programs to reach 100% of top-tier vendors.
- Continue improving GHG data quality by shifting more measurements from financial proxies to activity-based inputs.
By maintaining transparency and urgency, Electrify is helping lead the creator economy.
