While information and communication technologies (ICT) are expected to improve energy efficiency, the spread of ICT will also increase power consumption by server loads and network traffic. In this paper, we present a traffic management scheme to control traffic volume and server load by using a virtual machine (VM) in cloud architecture. The proposed scheme solves the inefficiency concerning the difference in number between content distributions and playback. As a result, this scheme reduces network traffic volume by suppressing unnecessary content distribution. This scheme also reduces total server load efficiently by concentrating the load of playing back content on a smaller number of VMs. We evaluated the load reduced by our scheme and found that the load for distributing contents is drastically reduced. Our proposed scheme is expected to contribute to achieving a low carbonization society in the fight against global warming problems.