Smart TV, live sports, mobility and VVC codec: the drivers of HDR’s new phase
The Parks Associates and InterDigital white paper highlights four major trends that will be associated with the next stage of HDR deployment:
• Smart TVs as the main foundation: connected televisions remain the king screen and constitute the primary video streaming device in 62% of internet-connected U.S. households equipped with a connected TV device
• The accelerating effect of live sports and video games: these two uses particularly showcase HDR’s ability to reproduce intense light peaks, precise details in dark areas and an ultra-realistic rendering, while pushing up capture and real-time processing methods
• The extension to mobile screens: the experience now goes beyond the living room, with smartphones accounting for 24% of weekly video consumption, plus 11% on tablets
• Optimizing distribution costs through technology: image processing assisted by artificial intelligence, Cloud production and the arrival of next-generation codecs such as [abc]VVC[/abc] (Versatile Video Coding) will simplify workflows and make it possible to deliver HDR streams much more efficiently
Format fragmentation remains a challenge to be addressed
Not everything is yet completely smooth on the industrial side. The study points to several technical challenges that will require sustained collaboration among the players in the chain to ensure seamless expansion. Persistent disparities between the various HDR formats on the market, differences in performance from one television or screen to another, as well as implementation choices specific to each platform can still create an uneven visual experience for viewers. As the public moves away from standard dynamic range ([abc]SDR[/abc]) in favor of HDR, content providers must meanwhile juggle the costs and technical complexity linked to simultaneous support for multiple formats. Picture
HDR is becoming the essential cornerstone of premium video
29.10.2026 • 08h28
Jointly conducted by the research firm Parks Associates and the R&D specialist InterDigital, the study High Dynamic Range and the Future of Video, published in October 2026, reveals that HDR is becoming a fundamental building block of premium video entertainment. This report details how the growth of the Smart TV installed base, the rise of live sports, video games, mobile screens, and new codecs such as VVC are turning high dynamic range into a standard expected by consumers, while offering a major differentiation lever for TV manufacturers and streaming platforms.
Far from being a simple marketing argument reserved for a handful of insiders, HDR (High Dynamic Range) is increasingly becoming central to audiovisual uses. According to the latest work by the American consultancy Parks Associates, carried out in partnership with the American company InterDigital through the white paper High Dynamic Range and the Future of Video, this technology is redefining the entertainment ecosystem. By boosting brightness and contrast while offering a richer color palette and more realistic images, [abc]HDR[/abc] gives screen manufacturers, [abc]streaming[/abc] services and content creators the opportunity to stand out through pure image quality. The expansion of the installed base of compatible devices, the increase in native programs and the progress made in both production and distribution are shifting HDR from a premium option to a standard.
HDR as a value driver for manufacturers and streaming
For market players, the challenge is as much technical as commercial. “HDR offers the entertainment industry a powerful lever to significantly improve image quality,” analyzes Michael Goodman, director of entertainment research at Parks Associates. “For manufacturers, it makes it possible to concretely demonstrate the added value of cutting-edge displays. For streaming platforms and rights holders, it is the opportunity to offer a more immersive experience while scrupulously respecting the creative intent of works.”
This observation is echoed on the technological research side, where the natural adoption of this rendering by the general public is emphasized. “If consumers do not always know the HDR acronym, they immediately identify the visual gain it provides: richer colors, deeper contrasts and a much more realistic image,” adds Lionel Oisel, Director of Video Labs at InterDigital. “As HDR gains ground in streaming, live sports, video games and mobile devices, the challenge is to make this premium experience consistent and high-performing on every screen. Innovation in HDR, video compression and distribution will be fundamental to achieving this.”
Smart TV, live sports, mobility and VVC codec: the drivers of HDR’s new phase
The Parks Associates and InterDigital white paper highlights four major trends that will be associated with the next stage of HDR deployment:
• Smart TVs as the main foundation: connected televisions remain the king screen and constitute the primary video streaming device in 62% of internet-connected U.S. households equipped with a connected TV device
• The accelerating effect of live sports and video games: these two uses particularly showcase HDR’s ability to reproduce intense light peaks, precise details in dark areas and an ultra-realistic rendering, while pushing up capture and real-time processing methods
• The extension to mobile screens: the experience now goes beyond the living room, with smartphones accounting for 24% of weekly video consumption, plus 11% on tablets
• Optimizing distribution costs through technology: image processing assisted by artificial intelligence, Cloud production and the arrival of next-generation codecs such as [abc]VVC[/abc] (Versatile Video Coding) will simplify workflows and make it possible to deliver HDR streams much more efficiently
Format fragmentation remains a challenge to be addressed
Not everything is yet completely smooth on the industrial side. The study points to several technical challenges that will require sustained collaboration among the players in the chain to ensure seamless expansion. Persistent disparities between the various HDR formats on the market, differences in performance from one television or screen to another, as well as implementation choices specific to each platform can still create an uneven visual experience for viewers. As the public moves away from standard dynamic range ([abc]SDR[/abc]) in favor of HDR, content providers must meanwhile juggle the costs and technical complexity linked to simultaneous support for multiple formats.
Smart TV, live sports, mobility and VVC codec: the drivers of HDR’s new phase
The Parks Associates and InterDigital white paper highlights four major trends that will be associated with the next stage of HDR deployment:
• Smart TVs as the main foundation: connected televisions remain the king screen and constitute the primary video streaming device in 62% of internet-connected U.S. households equipped with a connected TV device
• The accelerating effect of live sports and video games: these two uses particularly showcase HDR’s ability to reproduce intense light peaks, precise details in dark areas and an ultra-realistic rendering, while pushing up capture and real-time processing methods
• The extension to mobile screens: the experience now goes beyond the living room, with smartphones accounting for 24% of weekly video consumption, plus 11% on tablets
• Optimizing distribution costs through technology: image processing assisted by artificial intelligence, Cloud production and the arrival of next-generation codecs such as [abc]VVC[/abc] (Versatile Video Coding) will simplify workflows and make it possible to deliver HDR streams much more efficiently
Format fragmentation remains a challenge to be addressed
Not everything is yet completely smooth on the industrial side. The study points to several technical challenges that will require sustained collaboration among the players in the chain to ensure seamless expansion. Persistent disparities between the various HDR formats on the market, differences in performance from one television or screen to another, as well as implementation choices specific to each platform can still create an uneven visual experience for viewers. As the public moves away from standard dynamic range ([abc]SDR[/abc]) in favor of HDR, content providers must meanwhile juggle the costs and technical complexity linked to simultaneous support for multiple formats. 