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netflix

AV1 — Now Powering 30% of Netflix Streaming | by Netflix Technology Blog | Dec, 2025 | Netflix TechBlog (opens in new tab)

Netflix has successfully integrated the AV1 codec into its streaming infrastructure, where it now accounts for 30% of all viewing traffic and is on track to become the platform's primary format. This transition from legacy standards like H.264/AVC is driven by AV1's superior compression efficiency, which allows for higher visual quality at significantly lower bitrates. By leveraging this open-source technology, Netflix has enhanced the user experience across a diverse range of devices while simultaneously optimizing global network bandwidth. ### Evolution of AV1 Adoption The journey to 30% adoption began with a strategic rollout across different device ecosystems, balancing software flexibility with hardware requirements. * **Mobile Origins:** The rollout started in 2020 on Android using the "dav1d" software decoder, which was specifically optimized for ARM chipsets to provide better quality for data-conscious mobile users. * **Large Screen Integration:** In 2021, Netflix expanded AV1 to Smart TVs and streaming sticks, working closely with SoC vendors to certify hardware decoders capable of handling 4K and high frame rate (HFR) content. * **Ecosystem Expansion:** Support was extended to web browsers in 2022 and eventually to the Apple ecosystem in 2023 following the introduction of hardware AV1 support in M3 and A17 Pro chips. ### Quantifiable Performance Gains The shift to AV1 has resulted in measurable improvements in video fidelity and streaming stability compared to previous standards. * **Visual Quality:** On average, AV1 streaming sessions achieve VMAF scores that are 4.3 points higher than AVC and 0.9 points higher than HEVC. * **Bandwidth Efficiency:** AV1 sessions require approximately one-third less bandwidth than both AVC and HEVC to maintain the same level of quality. * **Reliability:** The increased efficiency has led to a 45% reduction in buffering interruptions, making high-quality 4K streaming more accessible in regions with limited network infrastructure. ### Live Streaming and Spatial Video Beyond standard video-on-demand, Netflix is utilizing AV1 to power its latest innovations in live broadcasting and immersive media. * **Live Events:** For major live events, such as the Jake Paul vs. Mike Tyson fight, Netflix utilized 10-bit AV1 to provide better resilience against packet loss and lower latency compared to traditional codecs. * **Immersive Content:** AV1 serves as the backbone for spatial video on devices like the Apple Vision Pro, delivering high-bitrate HDR content necessary for a convincing "cinema-grade" experience. As AV1 continues to displace older codecs, the industry is already looking toward the next milestone with the upcoming release of AV2. For developers and hardware manufacturers, the rapid success of AV1 underscores the importance of supporting open-source media standards to meet the increasing consumer demand for high-fidelity, low-latency streaming.

video-streamingandroidav1video-codecs+4
line

Case Study: Improving Video (opens in new tab)

Engineers at LINE identified a recurring monthly degradation in video call quality, specifically in Japan, where packet loss increased and frames per second (FPS) dropped toward the end of each month. Investigation revealed that this pattern was caused by mobile ISP bitrate throttling once users exhausted their monthly data caps, which the existing congestion control mechanisms were failing to handle efficiently. To resolve this, the team improved their proprietary CCFS (Congestion Control based on Forward path Status) algorithm to more accurately detect these specific network constraints and maintain stable playback. ### Analysis of Monthly Quality Degradation * Data analysis showed a "monthly cycle" where video decoding FPS was highest at the start of the month and progressively declined toward the end. * This quality drop was specifically tied to an increase in video packet loss, which prevents normal decoding and results in stuttering or frozen frames. * Statistical segmentation revealed the issue occurred almost exclusively on 4G mobile networks rather than Wi-Fi, and was more pronounced in high-bitrate video calls than in voice calls. * The root cause was identified as mobile data plan policies; as users hit their monthly data limits, ISPs impose speed restrictions that create network congestion if the application continues to send high-bitrate data. ### Limitations of Standard Congestion Control * While the IETF RMCAT working group has standardized algorithms like NADA (RFC8698) and SCReAM (RFC8298), real-time two-way communication requires more sensitive response times than one-way streaming. * In two-way calls, even a one-second delay makes natural conversation difficult, meaning the system cannot rely on large buffers to smooth out network instability. * Existing mechanisms were not reacting fast enough to the rigid throughput limits imposed by carrier throttling, leading to packet accumulation in network queues and subsequent loss. ### The CCFS Proprietary Algorithm * LINE utilizes a custom-developed, sender-based algorithm called CCFS (Congestion Control based on Forward path Status). * Unlike older algorithms that rely on Round Trip Time (RTT), CCFS focuses on the "forward path"—the actual path packets take to the receiver—by analyzing feedback on packet arrival times and loss. * CCFS categorizes network status into four distinct states: Default, Probing, Throttled, and Competing. * The system monitors "delay variation"; when it detects a continuous increase in delay exceeding a specific threshold, it transitions to the "Throttled" state to proactively reduce bitrate before the queue overflows. ### Strategies for Quality Improvement * The team focused on refining how CCFS handles the transition into the Throttled state to better align with the artificial bandwidth ceilings created by ISPs. * By improving the sensitivity of forward path status monitoring, the application can more rapidly adjust its transmission rate to stay within the user's current data plan limits. * This technical adaptation ensures that even when a user's mobile speed is restricted, the video remains smooth, albeit at a lower resolution, rather than breaking up due to packet loss. To provide a high-quality communication experience, developers must account for external factors like regional ISP policies. Refining proprietary congestion control algorithms to detect specific patterns, such as monthly data-cap throttling, allows for a more resilient service that maintains stability across diverse mobile environments.

video-streamingreal-time-communicationcongestion-controlnetwork-adaptation+4
discord

Discord Announces First Mobile Ad Format, Broadening Advertising Opportunities (opens in new tab)

Discord is set to expand its rewarded advertising ecosystem to mobile devices with the pilot launch of Video Quests on Mobile in June 2025. This strategic evolution aims to connect advertisers with Discord’s 200 million monthly active users across platforms, leveraging a full-screen, opt-in format designed specifically for brand awareness. By transitioning these advertising tools to mobile, Discord provides a performance-driven channel for partners to engage a highly active community through high-quality video content and incentivized rewards. ### Mobile Integration and the 2025 Pilot * The initial pilot program for Video Quests on Mobile is scheduled to begin in June 2025. * The format utilizes a full-screen, premium user interface tailored for mobile consumption while maintaining Discord’s commitment to opt-in, non-intrusive advertising. * This expansion marks Discord’s first mobile-specific ad offering, targeting a cross-platform audience that spans PC, mobile, and native console integrations. ### Evolution of the Quests Framework * Discord currently offers two primary rewarded formats: Video Quests for awareness (trailers and announcements) and Play Quests for engagement (requiring users to play or stream a game). * The platform has shifted from a gaming-exclusive focus to a broader Media and Entertainment strategy, catering to diverse brand partners including streaming services and movie studios. * Play Quests generate authentic connections by rewarding players with exclusive in-game items for meeting specific gameplay or streaming milestones. ### Proven Campaign Performance and Metrics * **miHoYo (Genshin Impact):** Utilizing high-value in-game rewards through Play Quests, the developer saw an 80% increase in playtime during the campaign week. * **Max (Dune: Prophecy):** The first-ever Video Quest featured a long-form trailer (2:38) that achieved a significantly high completion rate of 85%. * **Nexon Games (The First Descendant):** A Video Quest campaign generated over 1 million completions, with 10% of that engagement occurring organically through peer-to-peer sharing. ### Strategic Outlook for Advertisers Brands and developers looking to capitalize on this expansion should consider participating in the June pilot to secure early access to the mobile player community. This format is particularly recommended for titles launching new updates, downloadable content (DLC), or major media premieres where high-impact video awareness is a primary objective.

video-streamingcross-platformad-techdigital-marketing+3