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<ul><li>As <keyword id="10411622" type="UNKNOWN" weightage="20" keywordseo="ott-consumption">OTT consumption</keyword> sees an uptick, <keyword id="2214311" type="ORGANIZATION" weightage="20" keywordseo="Mx-player">MX Player</keyword> cuts down video streaming <keyword id="1588632" type="PERSON" weightage="20" keywordseo="Data-consumption">data consumption</keyword> by half. </li><li>MX Player upgrades to video encoding and compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half.</li></ul>Online video consumption in India has grown exponentially, accounting for 80% of consumer internet traffic. But the user experience continues to remain highly dependent on data usage and network speed. MX Player, India's entertainment super-app with over 200 million Monthly Active Users has become the world’s first OTT platform to upgrade its video encoding &amp; compression technology to H.266 (Versatile Video Coding) that slashes data usage for streaming videos by more than half. <br /><br />MX Player as well as MX TakaTak users will be the first in the world to experience the benefits of H.266, enabling them to consume higher quality HD video streams with significantly less data consumption. With H.266, MX Player users will be able to stream more content with less data and network bandwidth - video streams will load faster and buffer less since they require only half (or less) the data it would need otherwise. H.266/VVC is the world’s most advanced video codec designed to succeed H.264/AVC and H.265/HEVC used by most of the streaming video services worldwide today. Unlike its competitors, the H.266 upgrade makes MX Player the first OTT platform in the world to deploy this technology.<br /><br /><div type="image" title="image" msid="83537290" hostid="261"></div><br /><keyword id="1005666" type="PERSON" weightage="20" keywordseo="Karan-Bedi">Karan Bedi</keyword>, CEO, MX Player and MX TakaTak said, “Video consumption dominates internet usage wherever you go across India, but the quality of experience deteriorates in areas with inconsistent data networks. The new standard is an opportunity for MX Player to give millions of users, regardless of where they are, an exceptional streaming experience that allows them to consume content the way content creators intended: faster loading, buffering-free, and true-to-life HD quality.”<br /><br />Sidd Mantri, SVP Product, MX Player further added, “At MX Player, the future is now. We relentlessly focus on raising the customer experience bar for Indian users. We were amongst the 1st few OTTs to deploy AV1 that reduced data consumption by 20-30% compared to H.265. With H.266, we are taking it to the next level. H.266 offers the most advanced video compression standard available in the world and reduces data usage by more than 50%. Many users in India live on daily data consumption caps, so with H.266 they can watch more as well as watch better on MX Player.”<br />

MX Player cuts down video streaming data consumption by half; upgrades its video encoding and compression technology to H.266

<strong>New Delhi,</strong> <keyword id="10609491" type="UNKNOWN" weightage="20" keywordseo="av1">AV1</keyword>'s adoption may accelerate in 2021 as <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword> is reportedly mandating that all the new <keyword id="418023" type="COMPANY" weightage="20" keywordseo="Android-TV">Android TV</keyword> products must support the <keyword id="10609490" type="UNKNOWN" weightage="20" keywordseo="av1-video">AV1 video</keyword> decoding.<br /><br />Google's Android TV devices launching after March 31, 2021 will support AV1 video decoding. This requirement is said to apply to all new TV products launching with Android 10 or Android 11 later this year, reports XDADevelopers.<br /><br />AV1 is a video codec rated to enhance file compression compared to its current alternatives.<br /><br />Google has already started using AV1 on YouTube, Chrome, and Duo on compatible devices and plans to expand those efforts to <keyword id="1675717" type="COMPANY" weightage="20" keywordseo="Google-photos">Google Photos</keyword>, Play Movies/Google TV, <keyword id="6357996" type="UNKNOWN" weightage="20" keywordseo="meet">Meet</keyword>, and even Stadia over time.<br /><br />AV1 is gaining popularity for online streaming and media consumption, only a handful of streaming services to date encode some of their content in AV1.<br /><br />It is a fast-emerging codec rated to boost compression efficiency by 20% and 50% compared to its better-known couterparts VP9 and H.264 respectively. Therefore, it might allow playback at higher resolutions and smaller file-sizes.<br /><br />YouTube streams some videos encoded in AV1 on select Android TV devices and Netflix streams select titles in AV1 if the service's data saving mode is turned on.<br /><br />According to Android TV Guide, it has also recently mandated that AV1 decoding be available on all Android 10 TV devices to come - so long as it has the chipset to support.<br /><br /><br /><strong>SEE ALSO:<br /><a href="https://www.businessinsider.in/tech/mobile/news/samsung-galaxy-s21-series-launched-in-india-price-specifications-and-everything-you-need-to-know/articleshow/80271404.cms">Samsung Galaxy S21 series launched in India – price, specifications, and everything you need to know</a><br /><a href="https://www.businessinsider.in/business/corporates/news/hcl-tech-clocks-in-nearly-27-jump-in-profit-crosses-the-10-billion-revenue-in-third-quarter-of-year-2020-21/articleshow/80278852.cms">HCL Tech clocks in nearly 27% jump in profit, crosses the $10 billion revenue milestone with one more quarter left</a><br /><a href="https://www.businessinsider.in/education/news/here-are-the-top-courses-in-fintech-offered-by-indias-premier-colleges/articleshow/80286668.cms">From IIMs to BITS Pilani — here are the top courses in fintech offered by India’s premier colleges</a><br /></strong><a href="https://www.businessinsider.in/travel/article/the-forgotten-little-town-of-bundi-in-rajasthan-is-a-treasure-waiting-to-be-unearthed/articleshow/80301178.cms"><strong>The forgotten little town of Bundi in Rajasthan is a treasure waiting to be unearthed</strong></a><br />

Google may require AV1 codec support on all new Android TV devices

Pune, Jun 13 () The Railway Protection Force unit of Central Railway has deployed a robot to thermally screen and record temperature of passengers at Pune station in view of the novel coronavirus outbreak, officials said on Saturday. <p>The robot, named Captain ARJUN, acronym for "always be responsible and just use to be nice", displays the temperature in a panel with a response time of 0.5 seconds, said a CR release. </p><p>If the temperature of the passenger is higher than the reference range, the robot will sound an alarm, it added. </p><p>It also has a two-way communication mode, voice and video facilities as well as the ability to speak in the local language, the CR release further informed. </p><p>The robot has a sensor-based sanitiser and mask dispenser and battery-backed floor sanitisation facility, the release said. </p><p>It is equipped with motion sensor, pan-tilt-zoom camera and a dome camera which use artificial intelligence algorithms to track suspicious activity, apart from an inbuilt siren, motion-activated spotlight H-264 processor and internal storage for recording in case of network failure. </p><p>Alok Bohra, Deputy Inspector General, RPF, CR, said high COVID-19 infection rates prompted the force to consider robotic screening. </p>"Captain Arjun can also be deployed for station access control and will augment the overall security plan," he added. SPK BNM BNM

COVID-19: RPF deploys multi-purpose robot for pax screening

<ul class="summary-list"><li><keyword id="10387" type="CITY" weightage="60" keywordseo="Microsoft">Microsoft</keyword> Silverlight is a component of many <keyword id="160305" type="PERSON" weightage="60" keywordseo="web-browsers">web browsers</keyword> that lets them play music and videos.</li><li>Silverlight used to be incredibly popular, but was eventually made obsolete by <keyword id="427868" type="PERSON" weightage="60" keywordseo="HTML5">HTML5</keyword>.</li><li>Almost no major web browser still uses Silverlight, and it will be fully shut down in October 2021.</li></ul><p>Microsoft Silverlight is a component in many web browsers that helps them stream and display video, music, clickable menus, and other types of "rich media" content. Launched in 2007, it was intended as a replacement for <a href="https://www.businessinsider.com/category/adobe-flash" target="_blank" rel="noopener">Adobe Flash</a>, which was the de facto plugin for playing media online at the time.</p><p>Silverlight has a troubled history, though, and has been largely abandoned by Microsoft, third-party developers, and users since about 2015. If you've heard of Silverlight, it's probably from Netflix nagging you to install it a few years ago.</p><p>Microsoft will completely retire the remaining Silverlight elements in October 2021. But before then, here's what you should know about Silverlight</p><h2><strong>What is Microsoft Silverlight?</strong></h2><p>As stated, Silverlight is a browser plugin that was meant to help users stream videos and use websites more easily. Its software development kit (SDK) and other resources <a href="https://www.microsoft.com/silverlight/what-is-silverlight" target="_blank" rel="noopener">are still available to download for free</a>.</p><p>Silverlight started strong - NBC even used the platform to stream the <a href="https://www.olympic.org/beijing-2008" target="_blank" rel="noopener">2008 Summer Olympics in Beijing</a> - and the plugin was available for most major browsers for several years. Silverlight directly supported most video and animation formats like H.264, MP3, MP4, and WMV files without forcing the user to download additional software.</p><p>Silverlight ran in the background in most browsers, although notably many Mac users in the early-to-mid 2010s faced issues running Netflix because of it.</p><div type="image" title="tor netflix silverlight" height="450" width="600" msid="80755706" hostid="261"></div><p>The platform soon became redundant, however, with the release of HTML5. HTML5 is a rich media platform integrated into all modern web browsers that eliminates the need to install a plug-in like Silverlight (or <keyword id="145864" type="PERSON" weightage="60" keywordseo="Adobe-Flash">Adobe Flash</keyword>, for that matter). </p><p>Major online partners quickly moved from Silverlight to HTML5 - Netflix and Amazon Prime Video both made the transition in 2015, for example. Google Chrome dropped support for Silverlight in 2015 and Firefox abandoned the platform in 2017. Macs haven't supported Silverlight since 2016. Even most versions of Microsoft's Internet Explorer stopped using Silverlight at the start of 2020.</p><div type="image" title="What_is_Microsoft_Silverlight 2" height="800" width="1311" msid="80755707" hostid="261"></div><p>Currently, the only major browser that continues to support Silverlight is Internet Explorer 11 for Windows 10. And even it will discontinue it by the end of 2021.</p><h2><strong>The end of Silverlight</strong></h2><p>Microsoft hasn't actively developed Silverlight since about 2015, and the platform will be <a href="https://support.microsoft.com/en-us/windows/silverlight-end-of-support-0a3be3c7-bead-e203-2dfd-74f0a64f1788" target="_blank" rel="noopener">completely retired on October 12, 2021</a>. At that time, Microsoft will stop providing updates for the platform, and will remove access to the installer as well as the SDK and other resources.</p><p>However, since Silverlight has a "perpetual license," existing Silverlight applications won't be shut down. It just means that they won't be updated, and it may be harder to find a browser that can run them.</p><h2><strong>Related coverage from <a href="https://www.businessinsider.com/tech-reference" target="_blank" rel="noopener">Tech Reference</a>:</strong></h2><ul><li><h3><a href="https://www.businessinsider.com/what-is-pop-up-blocker">What is a pop-up blocker? How to enable your web browser's pop-up blocker or disable it to access necessary pop-ups</a><a href="https://www.businessinsider.com/how-to-enable-adobe-flash-player-on-microsoft-edge" target="_blank" rel="noopener"><br /></a></h3></li><li><h3><a href="https://www.businessinsider.com/what-is-chromium">What is Chromium? A guide to Google's open-source software project, which runs some of the world's most popular internet browsers</a></h3></li><li><h3><a href="https://www.businessinsider.com/what-is-microsoft-authenticator" target="_blank" rel="noopener">What is Microsoft Authenticator? Here's what you need to know about the two-factor authentication app that can secure your online accounts</a></h3></li><li><h3><a href="https://www.businessinsider.com/what-is-microsoft-teams" target="_blank" rel="noopener">What is Microsoft Teams? Here's what you need to know about the workplace communication tool</a></h3></li><li><h3><a href="https://www.businessinsider.com/what-is-microsoft-edge" target="_blank" rel="noopener">'What is Microsoft Edge?': Everything you need to know about Microsoft's latest web browser</a></h3></li></ul>

What is Microsoft Silverlight? What to know about the browser plugin and why it's being shut down

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Shutterstock</span></p><p class="caption">The length of a YouTube video is limited depending on your verification status.</p></div><p></p></div></div></p><ul class="summary-list"><li style="font-weight: 400;">How long a <a href="https://www.businessinsider.com/category/youtube">YouTube</a> video can be will depend on if <a href="https://www.businessinsider.com/how-to-verify-youtube-account">your account is verified</a>. </li><li style="font-weight: 400;">If you aren't verified, the length of your <a href="https://www.businessinsider.com/category/youtube">YouTube</a> videos is limited to 15 minutes. </li><li style="font-weight: 400;">If you are verified, your <a href="https://www.businessinsider.com/category/youtube">YouTube</a> videos can be up to 12 hours long, or 128 GB, whichever is less.</li><li style="font-weight: 400;">Here's everything you need to know about how long a <a href="https://www.businessinsider.com/category/youtube">YouTube</a> video can be, and how to get around the limitations. </li><li style="font-weight: 400;"><strong><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories</a>.</strong></li></ul><p>If you're an avid <a href="https://www.businessinsider.com/category/youtube">YouTube</a> viewer or creator, you probably know that video lengths can run the gambit from super short and snappy to the length of a feature film. </p><p>And when it comes to your own videos, there are some limitations on how long your videos can be.</p><p>Here's what you need to know about those limits:</p><h2>How long a <a href="https://www.businessinsider.com/category/youtube">YouTube</a> video can be, depending on if you're verified</h2><p>It all depends on whether or not your YouTube account has been verified or not.</p><ul><li style="font-weight: 400;">Non-verified accounts can only upload videos up to 15 minutes long.</li><li style="font-weight: 400;">Verified accounts are limited to videos that are 12 hours long, or 128 GB, "whichever is less," according to <a href="https://support.google.com/youtube/answer/71673?co=GENIE.Platform%3DAndroid&amp;hl=en">Google</a>. </li></ul><p>If you aren't sure if you've gone through the <a href="https://www.businessinsider.com/how-to-verify-youtube-account">verification process</a> for your account or not, go to your "<a href="http://www.youtube.com/account_features">Account Features</a>" page - if you've already been verified, you'll see "Verified" beneath your channel name and the "Longer Videos" box will say "Enabled." </p><p>If not, you'll need to get verified to upload longer videos.</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Devon Delfino/Business Insider</span></p><p class="caption">You can check if you're verified on your account page.</p></div><p></p></div></div></p><h2>How to troubleshoot a long YouTube video upload</h2><p>If you see that your channel is verified, but you aren't able to upload videos that are longer than 15 minutes, you may have a copyright claim on one of your videos, or a strike against you for violating YouTube's community guidelines. </p><p>You'll be able to check on those via the "Account Features" page of your channel.</p><p>If you have a video that exceeds the maximum video length, or size, there are a couple of solutions you may want to try. </p><p>For example, you could compress the video using an editing software so that it meets the maximum file size without losing quality. According to YouTube, a common method for this is encoding the video <a href="https://support.google.com/youtube/answer/71673?co=GENIE.Platform%3DAndroid&amp;hl=en">using the H.264 codec</a>. </p><p>Or, if that isn't an option, you might try splitting it up into two or more videos and cross linking them so that each one meets those limitations.</p><h2>Related coverage from <a href="https://www.businessinsider.com/category/tech-how-to">How To Do Everything: Tech</a>:</h2><ul><li><h3><a href="https://www.businessinsider.com/how-to-verify-youtube-account">How to verify your YouTube account, so you can upload videos longer than 15 minutes and customize thumbnails</a></h3></li><li><h3><a href="https://www.businessinsider.com/how-to-see-subscribers-on-youtube">How to see a list of your YouTube subscribers on a computer or mobile device</a></h3></li><li><h3><a href="https://www.businessinsider.com/how-to-create-a-youtube-channel">How to create your own YouTube channel for personal use, or a Brand Account for business</a></h3></li><li><h3><a href="https://www.businessinsider.com/how-to-delete-youtube-account">How to temporarily hide or permanently delete your YouTube account, and erase any trace of yourself from the site</a></h3></li></ul>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/apple-revealed-iphone-11-new-ipad-series-5-watch-event-2019-9">Everything to know about Apple's 2019 iPhone event</a></h3>        <div>                    </div>    </div>

How long a YouTube video on your channel can be, depending on if your account is verified

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Shutterstock</span></p></div><p></p></div></div>A behind-the-scenes change in the <a href="http://www.businessinsider.com/microsoft-windows-10-anniversary-update-new-features-2016-8">Windows 10 Anniversary Edition update</a>, which rolled out earlier in August, is causing a lot of people's USB-connected webcams to freeze up when using video apps like Skype.</p><p>The big issue, <a href="https://www.thurrott.com/windows/windows-10/76719/microsoft-broken-millions-webcams-windows-10-anniversary-update">as first reported by Thurrott.com's Brad Sams</a>, is that with the Windows 10 Anniversary Update, Microsoft disabled the ability for webcams to use <span>MJPEG or H264 - two of the leading standards for encoding video in transit between the camera and your PC.</span></p><p><span>The reason, as explained by a Windows camera engineer in an <a href="https://social.msdn.microsoft.com/Forums/windowsdesktop/en-US/9d6a8704-764f-46df-a41c-8e9d84f7f0f3/mjpg-encoded-media-type-is-not-available-for-usbuvc-webcameras-after-windows-10-version-1607-os?forum=mediafoundationdevelopment#fc5c100a-c661-43cd-9540-bb4591e3d1fe">official Microsoft support thread for this issue</a>, is that Microsoft has instead moved towards a different video standard called YUY2. By enabling both YUY2 and the other technologies, the engineer explains, there was a strong chance they'd get in each other's way and result in lousy video.</span></p><p><span>The end result is that any webcam that uses MJPEG or H264, which <a href="https://en.wikipedia.org/wiki/List_of_cameras_with_onboard_video_compression">includes popular models from companies like Logitech and Creative</a>, aren't working quite right. As Sams reports, lots of users are finding that their webcam images freeze after about a minute of using them.</span></p><p><span>While that support thread is full of both consumers and business IT managers grumbling about the issue, it's hard to know exactly how many users are affected by this issue. </span><span style="line-height: 1.5em;">But if you are in that camp of Windows 10 Anniversary Edition upgraders who are having issues with your webcam, at least now you have an inkling as to why. The good news is that a fix is on the way, but that engineer says it may not be coming until September. </span></p><p><span>We've reached out to Microsoft and will update if we hear back.</span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/man-skypes-parents-while-skydiving-2015-12">A guy Skyped his parents while jumping out of a plane</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="0xYXJseTqo3lcRGecz9CKhkvg5jGq5Zu" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Here's why Microsoft's last big Windows 10 update is causing some webcams to freeze

<p class="source"><span>George Frey/Stringer/Getty Images</span></p><p>What if you could save half of your iPhone's camera storage without doing anything differently?</p><p>That's what Apple is promising with iOS 11, <a href="http://www.businessinsider.com/apple-ios-11-the-best-new-features-coming-to-iphone-ipad-this-fall-2017-6">the next major software update for iPhone and iPad coming this fall.</a></p><p>Thanks to a technical change, Apple is promising that photos and videos you shoot will require 50% of the storage they do now. That's because Apple is switching from the h.264 video compression and JPEG photo formats to HEVC and HEIF.</p><p>We were first alerted to the change <a href="https://9to5mac.com/2017/06/08/ios-11s-new-heifhevc-camera-formats-will-save-you-50-on-storage/">by 9to5Mac</a>, which tested iOS 11's developer beta and found that the new formats cut the file size of photos nearly in half while maintaining image quality.</p><p>That's good news for iPhone and iPad owners who are concerned with saving storage. It also paves the way for Apple to bring higher-quality 4K video, which uses HEVC as well, to the Apple TV.</p><p>The only catch is that these new photo and video formats will only work on Apple devices running the A9 processor or newer. That means you won't get this storage-saving change if your device is older than the iPhone 6s or 2017 iPad.</p><a href="http://www.businessinsider.com/intelligence/25-big-tech-predictions-for-2016?IR=T&amp;utm_source=businessinsider&amp;utm_medium=ctgr&amp;utm_term=ctgr_leadgen_2016-predictions&amp;utm_content=iphone_ctgr_leadgen_2016-predictions&amp;utm_campaign=iphone_ctgr_leadgen_2016-predictions"></a><strong> EXCLUSIVE FREE REPORT:</strong><br />25 Big Tech Predictions by BI Intelligence. <br /><strong><a href="http://www.businessinsider.com/intelligence/25-big-tech-predictions-for-2016?IR=T&amp;utm_source=businessinsider&amp;utm_medium=ctgr&amp;utm_term=ctgr_leadgen_2016-predictions&amp;utm_content=iphone_ctgr_leadgen_2016-predictions&amp;utm_campaign=iphone_ctgr_leadgen_2016-predictions">Get the Report Now »</a></strong>            <h3>NOW WATCH: <a href="http://www.businessinsider.com/major-changes-apple-ios-iphone-11-2017-6">Here are all the major changes coming to your iPhone</a></h3>                                    Please enable Javascript to watch this video

Apple made a change that could save 50% of your iPhone's camera storage

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span><a href="https://www.flickr.com/photos/rpb1001/257368762/in/photolist-oK5Ls-9BMS5V-61LWEY-7rtu84-2hMc9-7cbsgV-6NYsou-dWWFjZ-r3j835-7wKJRZ-fF5iJB-t8ahcw-7rtudn-7PdGd1-rtrXPZ-8bGcB6-5umDBW-rLLeBX-7qNT4L-61GKp2-2dcEJX-9Z6irS-5q46Lb-aSXWt4-8BrGcU-wCcu8K-64Z3Zr-Huwtn-p5NckF-7Xkxb3-7Yrr3y-5ShYCr-4p7b9a-3ome9S-8sMbiV-9RxCXc-5TX2gp-a7DiNB-52Ckyx-7rttBT-4fAxX1-6BhYK-7kkB6-wUWn5-bFSBm2-cFfzSA-hqfWy-eFEhbA-7rxqHm-dX3kBY">rpb1001/Flickr</a></span></p></div><p></p></div></div>Tech titans Amazon, Netflix, Cisco, Microsoft, Mozilla, Google, and Intel have banded together as the <a href="http://www.aomedia.org/">Alliance for Open Media</a> to come up with a new standard for online video.</p><p>First, some background:</p><p>When you buy a subscription to streaming video services like Netflix or Amazon Prime Instant Video, or an episode of TV or a movie from the Google Play store, a portion of your purchase goes into the pockets of an organization called MPEG LA. </p><p>MPEG LA holds the patents to the AVC/H.264 codec technology, which is the nerdy-sounding but crucial bit of code that takes the original video and streams it to you in a way that your browser, phone, or TV can understand. Even Cisco has to cough up a licensing fee for its <keyword id="6356323" type="UNKNOWN" weightage="100" keywordseo="Enterprise">enterprise</keyword> videoconferencing services. </p><p>The group doesn't collect its patent royalties for video that's free to the end-user, which is part of why you don't have to pay to upload content to YouTube or other online video sites. </p><p>But MPEG LA recently announced that the next-generation High Efficiency Video Coding (HEVC) standard, which provides mich higher performance than H.264, will also come with a much higher price tag.</p><p>Rather than take the hit and pass on those costs to the consumer, the tech companies have been working on their own streaming codecs, for which they wouldn't have to pay royalties. Google has its VP9 and VP10 engines, Cisco has Thor, and Mozilla has Daala. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Elizabeth Fuentes/Getty</span></p><p class="caption">Netflix CEO Reed Hastings</p></div><p></p></div></div>With the formation of this so-called Alliance for Open Media, the big tech companies say they're banding together to create a new standard codec that all works together for streaming video and still images, across any browser or device.</p><p>If they can all agree on a standard, they can put it into their respective browsers and devices without having to worry about compatibility, and so on. Otherwise, you could end up getting a lot of those annoying "You must be using Google Chrome/Internet Explorer/whatever" messages when you tried to watch a video.</p><p>One potential problem here, as <a href="http://arstechnica.com/information-technology/2015/09/microsoft-google-amazon-others-aim-for-royalty-free-video-codecs/">identified by Ars Technica</a>, is that building this standard will require the use of patented technology from each of its member organiziations. If any one of them chose to throw its weight around, it could potentially claim patent infringement from the other members. </p><p>Either way, it's a viable and arguably necessary escape hatch from complicated and costly patent licesnsing schemes, even if it might take some time for the Alliance's new standard to bear fruit.</p><p>Oh, and in case you were wondering: Apple uses the MP4 standard as the basis for videos sold on the Apple iTunes Store, and utilizes its own <a href="http://www.businessinsider.com/watch-september-9th-apple-event-from-windows-10-2015-8">HTTP Live Streaming technology</a> for anything streamed over the Internet, so it's been largely free of MPEG LA's clutches. That means Apple doesn't have much incentive to climb aboard this initiative.  </p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/surprising-southern-laws-2014-5">Sharing Your Netflix Password In This State Is Illegal - Plus 8 More Laws On The Books In The South</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="UxaGx5bTpaCwSnOLB9dbT753uIu_qJOq" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

A bunch of tech industry giants just teamed up to fight for a new kind of video, and Apple is not in the group

Best webcams for video calling and online classes

<p class="source"><span>Apple/Business Insider</span></p><p class="caption">The Apple TV.</p>Apple is throwing its weight behind a more modern video standard, and it may pave the way for significant upgrades to the next Apple TV box.<p>At its annual developer conference this week, WWDC, Apple announced widespread <a href="https://developer.apple.com/library/content/releasenotes/General/WhatsNewinTVOS/Articles/tvOS_11_0.html" target="_blank" rel="noopener noreferrer">support for High Efficiency Video Coding</a>. It's coming to the <a href="http://www.businessinsider.com/youll-save-iphone-storage-in-ios-11-with-new-camera-change-2017-6" target="_blank" rel="noopener noreferrer">next versions of iOS and macOS</a>, too, but its implementation on tvOS seems to lay the foundation for an Apple TV that supports 4K video streaming - one of the major areas where Apple's current media streamer lags behind high-end, less expensive streamers from Roku, Amazon, and Google.</p><p>HEVC, as it's called, is a relatively new video compression standard that was designed with sharper, more pixel-dense 4K video in mind (among other advanced forms of video). Anyone who uses it has to pay a royalty fee, but various streaming companies - including Netflix, Amazon, and Roku - have already lent their support.</p><p>The idea is that, because 4K video eats up much more data and bandwidth than traditional HD, it needs a way to keeps file sizes manageable - or compress those files - without destroying the quality of the video itself.</p><p>HEVC is one of those solutions. You can read <a href="https://www.cnet.com/news/what-is-hevc-high-efficiency-video-coding-h-265-and-4k-compression-explained/" target="_blank" rel="noopener noreferrer">this excellent CNET explainer</a> for a look at how the whole thing works, but in short, using HEVC allows a video to keep similar picture quality as it'd have with the last major compression standard (H.264) in files that are roughly twice as efficient about how much data they consume.</p><p>All of this can vary based on your internet connection, but ideally, this means you could stream a 4K video without it taking up unreasonably more space than a lower-resolution video.</p><p>Alternatively, you could stream one of those lower-resolution (but more common) 1080p videos, and have it take up nearly half the space as it would otherwise.</p><p>None of this will allow the most recent Apple TV, released in late 2015, to stream in 4K, though. That box can take advantage of the reduced file sizes for traditional HD videos, but it still uses an older HDMI 1.4 port, which <a href="http://4k.com/ultimate-guide-to-4k-tv-and-device-connectivity-hdmi-1-4-hdmi-2-0-cables-hevc-hdcp-and-vp9/" target="_blank" rel="noopener noreferrer">isn't fully up to the task</a> of pushing more pixels.</p><p>Still, given that HEVC is really built for those 4K (and higher) resolutions, it would make a whole lot of sense for Apple to introduce an Apple TV that takes full advantage of the spec. Earlier this year, <a href="https://www.bloomberg.com/news/articles/2017-02-16/apple-vowed-to-revolutionize-television-an-inside-look-at-why-it-hasn-t" target="_blank" rel="noopener noreferrer">Bloomberg reported</a> that the company was testing a new model that would do exactly that.</p><p>In any case, any 4K device still has to deal with the relatively low amount of actual 4K content that's available to stream in the first place, and the fact that <a href="http://www.businessinsider.com/4k-tv-hdr-whats-the-difference-2016-8" target="_blank" rel="noopener noreferrer">4K doesn't provide much benefit</a> unless you have a larger TV.</p><p>The content side of things is improving, however. And with the Apple TV <a href="https://9to5google.com/2017/04/03/roku-chromecast-streaming-tv-boxes/" target="_blank" rel="noopener noreferrer">lagging behind its competitors</a> in terms of sales, 4K (<a href="http://www.businessinsider.com/what-is-hdr-tv-should-i-buy-2016-8" target="_blank" rel="noopener noreferrer">or HDR</a>) support would allow the company to reach a level of feature parity that could better justify the price premium it has compared to Amazon, Roku, and Google.</p><p>Apple did not immediately respond to a request for comment.</p>            <h3>NOW WATCH: <a href="http://www.businessinsider.com/why-apple-product-time-941-2017-6">Here's why the time is always 9:41 in Apple product photos</a></h3>                                    Please enable Javascript to watch this video

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