VVC (Versatile Video Coding, H.266) is the latest-generation MPEG codec, offering another step up in efficiency over HEVC and AV1, with features aimed at 4K/8K, HDR, and even immersive and screen content. On paper it is the most capable codec available.
In practice its real-world role in OTT is still small: hardware decode support is sparse, and like HEVC it carries patent-licensing questions. For now VVC is one to track on the roadmap rather than deploy at scale; a codec strategy mentions it as the future ceiling while H.264/HEVC/AV1 carry today's traffic.
