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There is an industry consensus that HEVC (High Efficiency Video Coding), the draft compression standard, will have a dramatic impact on the industry thanks to its ability to eventually halve bit rates compared to MPEG-4 AVC (H.264), the current encoding Gold Standard that it will complement but ultimately succeed. And as with all encoding, if you create sufficient extra coding efficiency to halve bit rates then you can also choose to leave bit rates the same but double picture quality, or turn the bandwidth/quality dial to any point in between. Encoder vendors are working towards deployments of the new codec as early as next year, probably starting with multi-screen TV services and fixed line IPTV.
