Google talks about Ultra HD 4K video delivery with VP10 codec

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Could it gain favour due to the increased royalties and fees from H.265 licensing?

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4K evolution getting more interesting.

HEVC Advance group is going to guarantee the death of H.265 and HEVC.

Apple will be the only one using it in three years time at this rate. What's the point of a good codec if someone comes along, claims some patent ownership crap, and quadruples the cost of using it?

If H.265 uses half the bandwidth of H.264 and VP10 uses one quarter the bandwidth of H.264 then doesn't that imply VP10 is twice as efficient as HEVC/H.265? Pretty bold claim if so, I'm surprised they haven't made that a headline "feature".

Both VP10 and HEVC require better hardware for decompression but what is the minimum specs for each codec to run smoothly?

Infomercial analogy: If they have to give you something for free it's not worth the trouble or the strings that will be attached. Free is good to a certain extant...."Windows 10 free upgrade from Windows 8.1" ...no thanks. JMO

Charging for a codec for media consumption not for encoding and hardware integration? The nerve of these people! Just use a codec that's free as in freedom, not free as in freemium.