Meta, Vodafone, and YouTube parent Google have called on smartphone chip designers to support the AV1 video codec in devices to better compress videos and reduce increasing network strain.

In a white paper, first reported by The Register, the group suggests that video is responsible for up to 80% of data traffic and that the volume of video traffic on mobile networks will continue to grow over the next five years.

The companies contend that with the increasing popularity of live streaming and short-form video content, like TikTok and Instagram Reels, video file size is impacting network capacity.

The white paper suggests that while the average mobile webpage size is about 2 MB, watching a 720p video on a mobile requires the same amount in just 10 seconds.

The solution? An open source video coding format that they contend can provide network efficiency while “maintaining or even enhancing the viewer experience.”

AV1 was developed by the Alliance for Open Media (AOMedia), which creates open standards for improving online video consumption. It was designed to replace the Google-developed VP9, with the group contending AV1 offers up to 30% better compression than its predecessor.

While the white paper authors want more device makers to adopt AV1, the challenge lies in implementation.

AV1 can be decoded using either dedicated hardware chips or software processing. While hardware decoding is more energy efficient, it currently only exists in higher-end smartphones, such as newer Apple iPhones and Android phones with premium chipsets, such as Qualcomm's Snapdragon 7.

The companies took issue with the lack of AV1 support for mid-tier and budget devices, despite those devices representing roughly 75% of the global smartphone market. That leaves those smartphones to instead rely on software decoding, which consumes more battery power and processing resources.

The white paper recommends smartphone chip manufacturers include level-limited AV1 decoders appropriate for each device tier. For budget phones, they suggest limiting to 720p resolution to match typical display capabilities.

The white paper contends widespread AV1 adoption can cut nearly 378,000 petabytes of video traffic across Europe by 2030.

The authors of the white paper have already heavily invested in supporting AV1. Meta said that more than 70% of global video consumption across Facebook and Instagram uses AV1, while YouTube has converted more than 75% of its catalog to the format. They note that Netflix has been streaming AV1 content since 2020, resulting in improved viewing experiences, particularly under poor network conditions.

From the network operator's view, Vodafone said it is continually upgrading the capacity of its networks, but that raising awareness of the benefits of more advanced video codecs among content providers will help manage traffic growth.

The paper concludes: “Those pushing for an accelerated adoption of AV1 stand to benefit all parties across the digital ecosystem – from network operators and OTTs to end users – by enabling more efficient, sustainable, and cost-effective video delivery.”