Despite promises of more efficient streaming, the AV1 video codec [1]hasn't achieved widespread adoption seven years after its 2018 debut, even with backing from tech giants Netflix, Microsoft, Google, Amazon, and Meta. The Alliance for Open Media (AOMedia) claims AV1 is 30% more efficient than standards like HEVC, delivering higher-quality video at lower bandwidth while remaining royalty-free.

Major services including YouTube, Netflix, and Amazon Prime Video have embraced the technology, with Netflix encoding approximately 95% of its content using AV1. However, adoption faces significant hurdles. Many streaming platforms including Max, Peacock, and Paramount Plus haven't implemented AV1, partly due to hardware limitations. Devices require specific decoders to properly support AV1, though recent products from Apple, Nvidia, AMD, and Intel have begun including them. "In order to get its best features, you have to accept a much higher encoding complexity," Larry Pearlstein, associate professor at the College of New Jersey, told The Verge. "But there is also higher decoding complexity, and that is on the consumer end."



[1] https://www.theverge.com/tech/635020/av1-streaming-netflix-youtube-google-adoption