Why More European Organizations Are Moving Away From US Cloud Providers

Across Europe, organizations are reassessing their reliance on US cloud providers. What was once seen as a default choice for scalability and innovation is now being questioned through the lens of jurisdiction, compliance complexity, and long term strategic risk. This shift is not about rejecting global technology, but about regaining control over critical infrastructure.

Why cloud strategy is under review

Cloud infrastructure supports essential business operations, public services, and communication channels. As these systems become more critical, organizations are paying closer attention to who controls them and under which legal frameworks they operate.

For many European organizations, this review is driven by risk management rather than immediate technical limitations.

Jurisdiction and legal exposure

A primary concern with US cloud providers is jurisdiction. Even when data is hosted in European regions, US-based providers may still be subject to US legislation that can conflict with European legal standards.

This creates uncertainty around data access, dispute resolution, and regulatory alignment. For organizations accountable to European regulators or public stakeholders, this uncertainty is increasingly difficult to justify.

Rising compliance and procurement pressure

Legal and procurement teams are asking more detailed questions about cloud infrastructure than ever before. US-based providers often require additional safeguards, documentation, and assessments to meet European requirements.

• Data transfer impact assessments can become ongoing obligations.
• Contract negotiations may take longer and involve more stakeholders.
• Public sector tenders may exclude certain providers by default.
• Regulatory guidance continues to evolve.

These factors increase operational overhead and slow down decision making.

Geopolitical awareness and dependency risk

Geopolitical developments have highlighted the risks of over dependence on a small number of global technology providers. Trade policy, sanctions, and international relations can all influence how cloud services are delivered or regulated.

European organizations are responding by diversifying suppliers and prioritizing infrastructure that aligns more closely with European governance.

The impact on public and regulated sectors

Government bodies, educational institutions, and regulated industries are often leading this shift. Many now require European hosted or European controlled infrastructure for sensitive systems.

This trend influences the wider market. Private organizations working with these sectors must meet similar standards to remain eligible partners.

Why video and media platforms are affected

Video platforms play a central role in communication, training, and public engagement. Because video content is long lived and widely accessed, it is subject to the same sovereignty and risk considerations as other critical systems.

As a result, organizations are applying stricter infrastructure criteria to video hosting and delivery.

Moving away does not mean moving all at once

Most organizations are not abandoning US cloud providers overnight. Instead, they are adopting phased approaches that reduce dependency over time.

• Identifying sensitive workloads and content.
• Separating content hosting from other services.
• Introducing European alternatives alongside existing providers.
• Planning for future migration flexibility.

What organizations look for in European alternatives

When evaluating non US cloud options, organizations prioritize clarity and long term direction.

• Clear explanation of where data is stored and processed.
• European ownership or governance of infrastructure.
• Transparency around subcontractors and delivery layers.
• Support for gradual transition rather than forced migration.
• Alignment with evolving European regulations.

Why long term strategy matters

Cloud decisions made today can be difficult to reverse. Organizations that proactively reduce dependency gain flexibility and avoid rushed changes later.

A clear long term strategy allows teams to adapt calmly as regulations and expectations evolve.

Tools that help

To support this transition, organizations need platforms that offer transparency and European infrastructure choices. With AudiencePlayer, customer video content is hosted on Dutch and European cloud infrastructure, with all content stored in the Netherlands. This supports organizations that want to reduce reliance on US cloud providers while maintaining performance and control.

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