While information and communication technologies (ICT) are expected to improve energy efficiency, the spread of ICT will also increase power consumption due to higher server loads and increased network traffic. This paper presents 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 that is distributed and that is actually played back. As a result, this scheme reduces network traffic volume by suppressing unnecessary content distribution. This scheme also efficiently reduces total server load by concentrating the load of content being played back onto a smaller number of VMs. We evaluated the load reduction achieved with our scheme and found that the load for distributing content was drastically reduced. Our proposed scheme is expected to contribute to achieving a low-carbon society in the effort to reduce global warming.