Free Advertising Supported Streaming (FAST) channels and Ad-supported Video on Demand (AVoD) are helping to drive industry adoption of High Dynamic Range (HDR) technology, according to an industry expert.
According to Valérie Allie, senior director of the media services group at InterDigital, implementation by TV and device manufacturers and the expansion of availability of HDR content are making viewers more aware of HDR’s availability.
“HDR is a ‘seeing is believing’ technology—once viewers see the improved contrast, brightness, and colour range, they want it across all their video experiences,” said Allie. “This growing demand is driving adoption across the production and distribution elements of the entertainment technology ecosystem.”
Allie pointed to the use of HDR technology during last summer’s Olympic Games as a prime example of HDR distribution. She added that the launch of Broadcast-enabled Streaming TV (BEST) channels over ATSC 3.0 in the United States, as well as the rise of AVoD and FAST channels are expanding HDR’s reach, ensuring a growing base of HDR-ready content for consumers.
“On the production side, more HDR content is being created than ever before,” she added. “The industry is adapting its workflows to simultaneously deliver high-quality HDR and SDR content in HD and UHD formats across broadcast and streaming platforms. Innovations in SDR/HDR conversion technology are making this transition smoother, improving both quality and efficiency.”
Allie said encoding manufacturers have also continued to adopt HDR technology, such as Advanced HDR by Technicolor, to enhance their offerings for HDR workflows, said Allie. “We’ve seen significant adoption across the entertainment technology ecosystem. This broad-based adoption underscores the technology’s growing influence across the industry.”
Looking ahead, Allie believes the adoption of HDR will continue to accelerate across the industry, including streaming. “The demand for HDR is expected to continue growing in 2025, especially as more live and on-deman content in HDR is created. Additionally, live sports events will continue to be an opportunity for broadcasters and streaming service providers to engage with HDR workflows,” said Allie.
