Image & Video Format Guide

JPEG / PNG / WebP / AVIF / HEIC / GIF / TIFF / BMP / SVG / PDF / MP4 / WebM / MOV / MKV / AVI …
A practical reference for choosing the right image / video format.

Introduction

Images and video use a format pairing a storage/delivery container with codecs (encoders) that actually compress pixels and audio. Picking the right format changes file size, quality, compatibility, and how easy it is to edit.

Three compression styles:
· Uncompressed (BMP, some TIFF) — no quality loss / huge files
· Lossless (PNG, lossless WebP, FLAC, ProRes, …) — no quality loss, modest savings
· Lossy (JPEG, WebP, AVIF, MP4/H.264, …) — trades a little quality for much smaller files

How to use this guide: each format notes good fits, pros, cons, and platform support. Run conversions from this site’s converter entirely in your browser (nothing is uploaded).

Image Formats

JPEG PNG WebP AVIF HEIC / HEIF GIF BMP TIFF SVG PDF RAW

JPEG / JPG .jpg .jpeg

CompressionLossy

AlphaNot supported

AnimationNot supported

Standard1992 / ISO/IEC 10918

Max colors16.7M colors (24-bit)

CompatibilityUbiquitous

The most common photo format. It exploits human vision (more sensitivity to luminance than color) via YCbCr + discrete cosine transform (DCT) + quantization, often shrinking photos to 1/10–1/20 the size.

Pros

Great compression keeps photo files small
Opens everywhere across devices and apps
Can embed EXIF shooting metadata

Cons

No transparency (alpha)
Repeated edit-save cycles add loss (generation loss)
Blockiness shows on logos, text, and line art

Typical uses: Photos, social posts, blog images, email attachments.

PNG .png

CompressionLossless

AlphaYes (8-bit alpha)

AnimationNot supported (APNG separate)

Standard1996 / ISO/IEC 15948

Max colors48bit + 16bit alpha

CompatibilityUbiquitous

Created as a patent-free alternative to GIF. Truly lossless thanks to DEFLATE. Best for screenshots, logos, UI assets, diagrams, and anything with sharp edges.

Pros

Zero loss; saves stay pixel-identical
Supports transparency (alpha)
Clean anti-aliased edges

Cons

Photos are often 3–10× larger than JPEG
No animation (APNG exists but has limited support)

Typical uses: Logos, icons, UI art, screenshots, diagrams.

WebP .webp

CompressionLossless or lossy

AlphaSupported

AnimationSupported

Standard2010 / Google

Based onVP8 (video codec)

CompatibilityMajor browsers (not IE)

Google’s general-purpose web format. Often about 25–35% smaller than JPEG at similar quality, and in lossless mode often around 26% smaller than PNG.

Pros

Often smaller than JPEG/PNG with faster loads (great for the web)
One format can cover alpha and animation

Cons

Some older OSes and apps cannot open it
Print/DTP pipelines may still lack support

Typical uses: Sites, blog images, PWAs, in-app assets.

AVIF .avif

CompressionMostly lossy (lossless mode possible)

AlphaSupported

AnimationSupported

Standard2019 / AOMedia

Based onAV1 (video codec)

HDR10/12-bit BT.2100 capable

A leading next-gen format. At similar quality it can reach 1/2–1/3 the size of JPEG and beat WebP too. Supports HDR, wide gamut, and film grain; strong for photos and thumbnails.

Pros

Outstanding compression
HDR, 10-bit, and wide-gamut capable
Supported in all major browsers

Cons

Encoding is CPU-heavy
Missing on older OSes (e.g., pre–iOS 15) and some apps

Typical uses: High-quality web imagery, CDN delivery, photo archives.

HEIC / HEIF .heic .heif

CompressionLossy (HEVC)

AlphaSupported

AnimationYes (Live Photos, etc.)

Standard2015 / ISO/IEC 23008-12

Based onHEVC (H.265)

iPhoneDefault since iOS 11

Spread quickly after Apple adopted it. A HEIF container holding HEVC-compressed imagery, often about half the JPEG size at equal-or-better quality.

Pros

High quality at about half the JPEG size
Can store depth maps, bursts, and edit metadata in one file

Cons

HEVC licensing is why it never became a web universal
Windows needs extra codecs; web browsers generally skip it

Typical uses: Default iPhone captures. Convert to JPEG/PNG/WebP for the web or Windows sharing.

GIF .gif

CompressionLossless (LZW)

AlphaYes (1-bit only)

AnimationSupported

Standard1987 / CompuServe

Max colors256 colors / frame (palette)

CompatibilityUbiquitous

Old 256-color palette tech, still used for short looping motion. Files get large; poor fit for photos.

Pros

Animations play almost everywhere
Auto-plays in many chats and social apps

Cons

256-color palettes look rough on photos (banded gradients)
Much heavier than equivalent WebM/MP4

Typical uses: Short memes, UI demos, tiny looping clips.

BMP .bmp

CompressionMostly uncompressed

AlphaLimited (32-bit BMP only)

AnimationNot supported

StandardMicrosoft (Windows default)

SizeVery large

UseLegacy Windows tooling

Simple Windows-heritage bitmaps; cheap to read/write for embedded gear and legacy tools. Rarely needed on the web or social media.

TIFF .tif .tiff

CompressionUncompressed, LZW, ZIP, JPEG, …

AlphaSupported

Multi-page supported (multiple images in one file)

Bit depth16-bit / 32-bit / float, etc.

UsePrint, scan, archive

StandardAldus → Adobe

Long-time print/publish/scan favorite with rich options: CMYK, alpha, even layer metadata. Not aimed at web viewing.

SVG .svg

TypeVector (XML)

ArtifactsNone (scales cleanly)

AnimationVia SMIL/CSS/JS

Standard1999 / W3C

Great forLogos, icons, shapes

Weak for Photos

Vector graphics built from math, paths, and coordinates—not pixels. Stays sharp at any scale, ideal for logos, icons, and responsive UI; animatable with CSS/JS.

PDF .pdf

UseDocuments & print

ContentsText, images, vectors

Multi-pageSupported

CompatibilityUbiquitous

StandardAdobe → ISO 32000

Also handy forBundling images into pages

Strictly a document format, but great for bundling multiple images while preserving print quality—a popular export target.

RAW .cr2 .nef .arw .dng …

TypeRaw sensor data

CompressionLossless (vendor-specific)

SizeHuge (20–100 MB per frame)

Editing latitudeMaximum (regrade WB/exposure later)

CompatibilityNeeds dedicated apps

StandardDNG is the open Adobe spec

Records near-sensor data from digital cameras. Lets you re-tune white balance and exposure without generational loss. Usually developed to JPEG/TIFF before sharing or viewing.

Quick Compare

Format	Compression	Alpha	Animation	Size (photos)	Typical uses
JPEG	Lossy	×	×	○ Small	General photos
PNG	Lossless	○ (8-bit)	×	△ Large	Logos, UI, screenshots
WebP	Both	○	○	◎ Small	Web images
AVIF	Mostly lossy	○	○	◎◎ Smallest tier	High-quality web
HEIC	Lossy	○	○	◎ Small	iPhone capture
GIF	Lossless (256 colors)	1-bit	○	× Heavy	Short loops
BMP	Uncompressed	Limited	×	×× Huge	Legacy Windows
TIFF	Configurable	○	×	×× Huge	Print & scan
SVG	(vector)	○	○	— (not for photos)	Logos & icons

Video Formats

Containers vs codecs
Containers like MP4 or MKV hold a video codec (H.264, H.265, VP9, AV1, …) and an audio codec (AAC, MP3, Opus, …).
Even the same .mp4 filename can play differently depending on what codecs are inside.

MP4 WebM MOV MKV AVI M4V FLV WMV 3GP OGV TS / MPEG-TS Major codecs

MP4 .mp4

Standard2001 / ISO/IEC 14496-14

Common videoH.264, H.265, AV1

Common audioAAC, MP3

CompatibilityUbiquitous

StreamingPairs well with HLS/DASH

SubtitlesLimited support

The default video container worldwide. “Export MP4 and it will probably play” is mostly true: YouTube, Vimeo, social apps, phones, TVs, and consoles all handle it.

WebM .webm

Standard2010 / Google

Common videoVP8, VP9, AV1

Common audioVorbis, Opus

CompatibilityMajor browsers & Android (iOS partial)

PatentsRoyalty-free

UseHTML5 video, WebRTC

Royalty-free container aimed at <video> delivery; often more efficient than MP4. Watch older Apple/Safari compatibility.

MOV .mov

Standard1991 / Apple QuickTime

Common videoH.264, H.265, ProRes

Common audioAAC, PCM

CompatibilityBest on Mac/iPhone

EditingVideo industry standard

NotesStructurally close to MP4

Apple QuickTime heritage and an industry staple. Carries editorial codecs like ProRes, so color/pro workflows often keep MOV as an intermediate. For delivery, convert to MP4.

MKV (Matroska) .mkv

Standard2002 / open spec

Common videoFlexible (H.264/265, AV1, VP9, …)

Audio & subsMultiple audio/subtitle tracks

CompatibilityFine on PCs; weaker on TVs/social

UseMovies, anime, archives

Fault toleranceStrong partial recovery

Open, flexible container for multi-language audio, subtitles, and chapters—popular with collectors. Phone stock players and social apps rarely like it; transcode to MP4 for sharing.

AVI .avi

Standard1992 / Microsoft

Common videoDivX, Xvid, MJPEG …

AudioMP3, PCM

CompatibilityCommon on PCs; mobile may need transcode

DrawbacksPoor streaming; weak VFR

Legacy noteCommon for DV/early digicam video

Legacy PC-video workhorse; inefficient today with little reason for new projects. Mostly met when ingesting older archives.

M4V .m4v

OriginApple iTunes/App Store

PayloadMostly MP4 (H.264 + AAC)

DifferenceMay use FairPlay DRM

PlaybackBest in QuickTime/iTunes/iPhone

ConversionOften plays as MP4 after renaming

UseiTunes Store delivery

FLV .flv

OriginAdobe Flash

Common videoSorenson, VP6, H.264

StatusDeclined after Flash EOL (2020)

PlaybackPlays in VLC, etc.

New projectsNot recommended

Transcode toMP4 / WebM

WMV .wmv

OriginMicrosoft Windows Media

Common videoWMV9 / VC-1

CompatibilityWeak outside Windows

CompressionGood for its era

New projectsNot recommended

Transcode toMP4

3GP / 3G2 .3gp .3g2

Origin3GPP / 3GPP2 (3G era)

Common videoH.263, MPEG-4, H.264

Common audioAMR, AAC

SizeVery small files (modest quality)

UseLegacy feature phones

New projectsNot recommended

OGV / Ogg .ogv .ogg

OriginXiph.Org open spec

Common videoTheora

Common audioVorbis, FLAC

RolePrecursor vibe to WebM

CompatibilityMajor browsers (limited)

AdoptionLow (WebM replaces it)

TS / MPEG-TS .ts .m2ts

StandardMPEG-2 Transport Stream

Common videoMPEG-2, H.264, H.265

UseTerrestrial/BS broadcast, Blu-ray, HLS

TraitsPacketized; corruption tolerant

EditingNeeds specialist tools

Transcode toMP4 / MKV

Major Codecs

Codec	Generation	Efficiency	Patents / licensing	Typical containers
H.264 / AVC	2003–	○ Baseline	Yes (mostly clarified)	MP4, MOV, MKV, TS
H.265 / HEVC	2013–	◎ ~50% smaller than H.264	Yes (complex licensing)	MP4, MOV, MKV, HEIC
VP9	2013–	◎ Near HEVC class	No (royalty-free)	WebM, MKV
AV1	2018–	◎◎ Smallest tier	No (royalty-free)	MP4, WebM, MKV (also AVIF)
VP8	2010–	△ Similar to H.264	No	WebM
MPEG-2	1995–	× Legacy	Yes (expired patents)	TS, DVD-Video
ProRes	2007–	Editing (larger files)	Apple	MOV

Note: H.264 is a codec, not a container name—it also lives in MKV, MOV, TS, and others besides MP4.

Which Format Should I Use?

By use case (images)

Photos for social or blogs → JPEG; go smaller with WebP or AVIF
Logos, screenshots, UI → PNG (required if you need transparency)
HEIC from an iPhone on PCs or the web → convert to JPEG or WebP
Print or prepress → TIFF or high-quality JPEG / PDF
Crisp at any zoom (icons, etc.) → SVG
Hand out many pages at once → PDF
Lightweight short motion → WebP (animated) > GIF (GIF if compatibility wins)

By use case (video)

YouTube, social, messaging → MP4 (H.264 + AAC) is the safest bet
Embed with <video> on your site → ideal to offer MP4 + WebM
High-quality mastering → MOV (ProRes) or high-bitrate MP4
Archive many audio/sub tracks → MKV
Shrink animated GIFs → WebM (VP9) or MP4 (H.264) (this tool can help)
Legacy video (FLV, WMV, AVI) → transcode to MP4 first

Size vs compatibility

Top priority	Image	Video
Maximum compatibility	JPEG / PNG / GIF	MP4 (H.264 + AAC)
Smaller files	AVIF > WebP > JPEG	AV1 > H.265 > H.264
Ongoing editing	TIFF / PNG / RAW	MOV (ProRes) / MKV
No quality loss	PNG / TIFF	(Lossless H.264 / FFV1)

→ Open Converter

Glossary

Container … Wraps video, audio, subtitles, and metadata (MP4, MKV, MOV, …).
Codec … Compresses and decompresses media (H.264, H.265, AV1, AAC, …).
Lossy compression … Discards subtle detail for much smaller files (JPEG, MP3, H.264, …).
Lossless compression … Bit-perfect decode (PNG, FLAC, ProRes 4444, …).
Bit depth … Bits per color channel (8-bit typical, 10-bit for HDR, …).
Chroma subsampling (4:2:0, …) … Stores color at lower resolution than luma to boost compression.
HDR (High Dynamic Range) … Bright, high-contrast imagery; usually needs 10-bit or more.
Bitrate … Data per second; higher usually means better quality and larger files.
Frame rate (fps) … Frames per second (24 for cinema, 30/60 for TV, 60–120+ for games).
Keyframe (I-frame) … Fully self-contained frame you can seek to directly.
EXIF … Metadata such as capture time, camera model, GPS, embedded in images.
ICC profile … Color-management data so displays reproduce color spaces accurately.