Non-profit members group Greening of Streaming (GoS) has published a new paper advocating for a fundamental shift in the way the streaming media industry measures and reports data related to sustainability. What’s new? Hasn’t a measurement and reporting rethink always been central to the GoS mantra, ever since the group was launched in August 2021—a year after founder Dom Robinson penned a foundational brain-dump article of the same name? Well, kind of, but this particular push for a measurement pivot is a little different, leaning away from the usual engineering-level discussions on CDNs, encoders, and data centers, towards critiquing life cycle assessment strategies that influence the way these technologies are perceived through a sustainability lens. In short, the report’s authors…