AVIF is a derivative of the AV1 compressed video format for still images that offer image-quality rivaling the HEVC-derived HEIF, while demonstrating superior compression. Earlier this month on February 19, the format was formally published on GitHub as version 1.0.0, collaboratively edited by engineers employed by Netflix and Microsoft, even as development of the AV1 format itself was largely led by Google. AV1 is sought after by on-demand video service companies for its royalty-free nature compared to HEVC. Netflix eyes AV1 as its key to ramp up to 4K and HDR content. YouTube, too, is looking to phase out H.264 in favor of AV1. AVIF, on the other hand, could challenge HEIC, which is the default image format used by Apple in its iOS devices. Google could propagate AVIF though its Android ecosystem, letting consumers capture photos in the format that saves storage space and data bandwidth.