Video has become a key pillar of modern digital life, powering everything from how we entertain ourselves to how we connect with others. Behind the scenes though, it’s video codecs that make streaming possible, significantly reducing the amount of data needed to represent video. One of the most promising advancements in this space is Versatile Video Coding (VVC), also known as H.266, the next generation codec which delivers major improvements in data efficiency and visual quality. For VVC to deliver on its promise, integration into hardware and widespread adoption across real-world platforms is essential. The good news? Momentum is building. So, where do we stand today, and what steps will accelerate VVC’s journey to the mainstream?
The growth of VVC
Compared to HEVC (High Efficiency Video Coding), VVC achieves roughly double the compression efficiency, delivering equivalent visual quality with about half the data. In turn, this enables better streaming experiences, reduced buffering, and more efficient delivery of 4K and 8K content without steep data costs. It’s already being tested in real-world scenarios, including powering 8K trials at the Paris Olympics, where a closed demo highlighted its value to top-tier broadcasters. To support wider integration, Fraunhofer HHI released the VVenC/VVdeC software (Versatile Video Encoder/Decoder), helping make VVC a more practical option for integrators.
Key drivers behind VVC adoption
Software decoders for VVC are maturing quickly, with hardware implementations appearing at a slower rate. MediaTek’s VVC-capable chipsets are now present in mass-market TVs from brands such as Sony, but the capability is not exposed. Mobile platforms are further behind. A critical mass of VVC-enabled devices is one key for VVC adoption.
That said, the option to enable VVC via firmware updates in consumer electronics presents a clear opportunity to accelerate rollout without requiring hardware refreshes. Integration in devices must be accompanied by the availability of VVC content and services, where a solid foundation is being laid. On the broadcast side, momentum is building for both the DVB project in Europe and ATSC (Advanced Television Systems Committee) in North America, which both incorporate VVC in their latest standards. Brazil is moving ahead with VVC broadcast, having already started test broadcasts in April 2025 with plans to broadcast the FIFA World Cup in 2026 using VVC.
Unlike AVC or HEVC, which had clear drivers, VVC lacks a single flagship use case that will push through adoption. While areas like 8K, VR (Virtual Reality), and volumetric video remain on the horizon, they’re not yet at the scale to foster immediate adoption. Still, VVC’s compression gains make it particularly compelling for broadcast applications, where spectrum is limited and every bit saved translates to cost efficiency. Depending on the deployment lifecycle for each ecosystem, VVC could leapfrog HEVC altogether, becoming the rational choice for next-gen video delivery.
The road to widespread VVC adoption
VVC has proven it can run efficiently on older mobile devices in software, easing concerns about its computational demands. However, its adoption will likely vary by region. While some markets have already embraced HEVC, other regions like Australia haven’t fully transitioned to AVC for TV broadcast and could potentially skip HEVC altogether in favour of VVC, accelerating its adoption in those areas.
But VVC is not alone in the video coding race and faces competition from AV1 (AOMedia Video 1), which is backed by AOMedia (Alliance for Open Media) and has gained traction, especially in streaming and web applications. However, AV1 doesn’t directly compete with VVC in high-end applications, as its performance is more suited to less demanding use cases.
Yet despite these challenges, VVC stands out due to its strong technical foundation, rigorous verification process, broad industry support, and a well-defined intellectual property framework. These factors position it as a promising long-term solution for video coding, particularly as video quality demands and streaming services continue to evolve.
What’s next for VVC?
Despite the hurdles, VVC is steadily building traction, setting the stage for a future where high-definition video, including 8K, becomes easily accessible to everyone. Its ability to deliver excellent video quality while minimising data usage makes it a key technology in the evolving landscape of video streaming and content delivery.
The widespread adoption of VVC will depend on continued market education, collaboration between industries, and its integration into a variety of devices and services.
Whether it becomes broadly deployed or is firmly established in particular geographies & ecosystems, VVC’s focus on superior quality and lower data consumption makes it a technology worth watching closely in the years ahead.
