Unified Consulting’s Craig Thompson has written an article covering the potential risks and uncertainty around the adoption of Versatile Video Coding (VVC). VVC is entering a competitive codec market where its future will depend more on royalty demands than on its technical specifications. As is detailed in an VVC economic report recently published by Unified Patents and authored by Charles River Associates, VVC is faced with strong competition from MPEG's new Essential Video Codec (EVC), and existing HEVC, AVC as well as from Alliance for Open Media's Advance Video 1 codec (AV1). The royalty pricing pressure on VVC is exerted, first, by MPEG-LA's AVC pool, which is viewed by courts in the United States and in Europe as being a fair, reasonable, and non-discriminatory (FRAND) rate, and, second, by AV1 and EVC, which have been developed specifically to incur less if any royalties.

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