Why Netflix Launched AV1 on Mobile Before TVs

Netflix initially launched the AV1 codec on mobile devices—specifically Android—before bringing it to connected TVs because mobile environments stood to gain the most immediate benefits from advanced compression. Cellular networks involve data caps, fluctuating signal quality, and high bandwidth costs, making AV1's high compression efficiency an instant win for mobile users. Furthermore, modern mobile processors could handle AV1 playback via optimized software decoders, whereas connected TVs lacked the dedicated hardware decoding chips required to stream high-resolution content without performance degradation.

Immediate Need for Cellular Bandwidth Efficiency

Mobile streaming is inherently constrained by cellular networks, which are prone to congestion, variable speeds, and strict monthly consumer data caps. AV1 offers roughly a 20% improvement in compression efficiency over VP9 and even greater savings compared to H.264 (AVC). By prioritizing mobile first, Netflix immediately improved the viewing experience for users in emerging markets and on mobile data plans. Users experienced less buffering, faster start times, and noticeable improvements in video quality under low-bandwidth conditions through the app’s "Save Data" feature.

Software Decoding via the Dav1d Decoder

Deploying a new video codec typically requires dedicated hardware support, which takes years to standardize and manufacture. However, the open-source Alliance for Open Media developed dav1d, a highly optimized AV1 software decoder tailored for modern CPU architectures.

Smartphones running Android feature powerful multi-core ARM processors capable of handling software-based 1080p video decoding without causing prohibitive battery drain. Netflix was able to bundle this software decoder directly into an Android app update, enabling instant rollout to millions of compatible devices without waiting for device manufacturers to release new hardware.

Hardware Bottlenecks in Connected TVs

Connected TVs, streaming sticks, and set-top boxes operate under vastly different technical constraints:

• Underpowered Processors: Most smart TVs use low-cost, low-power system-on-chips (SoCs) that cannot decode high-resolution AV1 streams purely through software without severe frame drops and overheating.
• Hardware Decoding Requirement: TVs rely entirely on dedicated hardware acceleration blocks within the silicon to decode 4K, high dynamic range (HDR), and high frame rate (HFR) streams smoothly.
• Long Upgrade Cycles: Consumers replace smartphones every two to four years, but televisions are typically replaced every seven to ten years.

When AV1 was finalized, virtually no TVs on the market contained chipsets with native AV1 hardware decoders. Netflix had to wait for chipmakers (such as MediaTek, Realtek, and Broadcom) and TV manufacturers (such as Samsung, LG, and Sony) to design, manufacture, and sell AV1-capable devices before expanding the rollout to the living room.

A Lower-Risk Testing Environment

Rolling out AV1 on mobile provided Netflix with a real-world testing ground. By confining the initial deployment to specific resolutions (primarily up to 1080p) and opt-in settings ("Save Data"), Netflix monitored decode efficiency, CPU load, and battery consumption across thousands of fragmented Android device models. The telemetry and operational insights gained from this mobile deployment allowed Netflix to refine its AV1 encoding pipelines, dynamic optimization algorithms, and delivery systems well before deploying AV1 streams to demanding 4K HDR television screens.