As a video marketer, you know there’s no easy way to create engaging videos, but you should always make sure you’re using the best video format for your content, regardless of the type of video you’re creating.
There is no single video format – not every computer, video platform or web browser supports every video format.
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Luckily, we’ve rounded up the best video formats and listed their pros and cons so you can learn which video format to use in different situations.
Once you know the best format for your videos, check it out HubSpot’s Clip Creatorour free video maker powered by artificial intelligence, so you can easily make high-quality videos.
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6 Best Video Formats for 2025
1. MP4
Most digital devices and platforms support MP4, making it the most universal video format. MP4 can also store video, audio, text and photos. In addition, it can maintain high video quality while maintaining a relatively small file size.
Best for: MP4 formats are best for long video formats because MP4 files are relatively small, but still of high quality.
“I usually use MP4 video format for my YouTube channel because many of the YouTube videos I’ve recorded were up to 20 minutes long,” HubSpot Marketing Manager Erica Santiago he says.
“MP4s are such small files that they would make rendering and uploading long-form videos much easier and more efficient. In addition, MP4 files typically experience only a small loss of quality when uploaded to platforms such as YouTube or TikTok.”
- Advantages: MP4 files are quite small, which makes them quick to upload and easy to save without clogging up space on your device.
- Against: Because MP4 files are so easy and common to work with, they are also easy to pirate, which is a concern for creators.
2. MOV
Developed by Apple, MOV is a video format specifically designed for QuickTime Player. However, since there is a version of QuickTime Player for Windows, MOV is also compatible with Windows.
The MOV video format can store audio, text and video effects, but because its quality is usually so high, it takes up significantly more space on people’s computers.
Best for: The MOV format is best for editing on Apple devices because they are specially formatted for QuickTime Player.
Advantages: MOVs are loved by filmmakers because they contain audio, text and video effects and can be split into multiple tracks. Their high quality makes MOVs easy to edit and a professional standard in video editing.
Cons: Unlike MP4 format, MOV formats cannot be widely played on different devices, and their super high quality also leads to large file sizes.
“I rarely use MOV formatting for my videos because, in my opinion, the high quality doesn’t compensate for how much file space they take up and how long they take to upload,” says Santiago.
3. WMV
Microsoft developed WMV so that your audience can play these types of videos on Windows Media Player. They can download WMV player to play WMV videos if they have a Mac. Just like the MOV format, the WMV format boasts high video quality, but it comes at the expense of a small file size.
Best for: WMVs are best for creators who want to secure copyright protection for their work. The format contains copyright and licensing features that check whether users have the right to use them.
Advantages: WMV files are so small that they can even be played via Google Drive.
Cons: “Although I like the small file size for editing, WMV files often lose image quality when uploaded and compressed, so I avoid this format as well,” says Santiago.
4. FLV
Specially designed for Adobe Flash Video Player, FLV is one of the most versatile and popular video formats. Every web browser and video platform supports it.
Best for: If your audience streams a lot of videos to online platforms, such as YouTube and Google Video, FLV is the video format for you.
Advantages: Their file sizes are usually small, so people can download them quickly.
Cons: The only drawback of the video format is that it is not compatible with iOS devices and many other mobile devices.
5. AVI
One of the oldest video formats, AVI, developed by Microsoft in 1992. Since then, it has become one of the most versatile, compatible with Windows, Mac and Linux, and supported by most web browsers.
- Best for: AVI is best for short videos and television.
- Advantages: AVIs are compatible with most operating systems and boast excellent audio and video quality.
- Against: The file size of the AVI video format is large, which is more convenient for people to store on their computers than to stream or download.
6. AVCHD
Panasonic and Sony developed AVCHD, the highest quality video format specifically for digital camcorders, so it’s perfect for those who regularly shoot high-quality video.
Powered by H.264/MPEG-4 video compression technology, the video format allows you to store hours of high-quality video using only a small amount of data.
Additionally, the video format has both standard and high-definition variations, and its latest variation, AVCHD 2.0, even supports three-dimensional video.
- Best for: AVCHD is best for creators who shoot high-end videos.
- Advantages: AVCHD has a small file size and does not experience large losses in data quality.
- Against: This format has very limited compatibility as it was developed for use with Panasonic and Sony products.
Now that you know the best video format for your content, you’re ready to create outstanding, engaging videos that will reach your audience.
https://blog.hubspot.com/marketing/best-video-format
