Abstract The assessment of energy consumption of data traffic for Internet services usually relies on energy intensity figures (in Wh/GB). In this paper, we argue against using these indicators for evaluating the evolution of energy consumption of data transmission induced by changes in Internet usage. We describe a model that estimates global impacts for different scenarios of Internet usages and technological hypothesises, and show that it can overcome some limitations of intensity indicators. We experiment the model on four use‐cases: basic usage, video streaming, large downloads, and video conferencing. Results show that increasing the resolution of videos does increase the total energy consumption while misleadingly decreasing the power intensity indicator at the same time. In other words, a more efficient network does not necessarily mean less energy consumption.