Free Advertising Supported Streaming (FAST) channels and Ad-supported Video on Demand (AVOD) implementation by TV and device manufacturers–as well as the expansion of HDR content as a result of NEXTGEN TV’s continued rollout in the U.S. market–drove industry adoption of High Dynamic Range (HDR) technology during 2024, says Technicolor. The result, the company asserts, is a growing consumer awareness of newer HDR technologies.
FAST Channels Provided Consumers Greater Access to HDR Content in 2024
Valérie Allie, senior director of the Media Services Group at InterDigital, says “HDR is a ‘seeing is believing’ technology—once viewers see the improved contrast, brightness, and color range, they want it across all their video experiences. This growing demand is driving adoption across the production and distribution elements of the entertainment technology ecosystem.”
Explaining further, she goes on to say industry advances like FAST channels are accelerating consumers’ ability to experience the enhancements in HDR content for themselves.
“HDR content is becoming more widely available on traditional broadcast and streaming platforms,” states Allie. “This is especially true in America, with the launch of Broadcast-enabled Streaming TV (BEST) channels over ATSC 3.0 and the popularity of AVOD/FAST channels. They are expanding HDR’s reach, ensuring a growing base of HDR-ready content for consumers.”
Sports Drove Greater Interest in Advanced HDR Format
Technicolor, who in partnership with InterDigital and Phillips operates the Advanced HDR format, holds a similar sentiment, stating that as HDR continues to gain momentum, it is creating new levels of enthusiasm for the latest innovations being brought to market in 2025, with sports viewing in particular driving increased interest in the format.
Looking back on the growth of HDR’s acceptance, Technicolor recalls the summer of 2024 presented an opportunity for global HDR content distribution with the Paris Games and the UEFA European Football Championship. In the United States, the adoption of HDR has been further strengthened by the continued expansion of NEXTGEN TV’s delivery of HDR content 24 hours a day, seven days a week. As a result the company suggests, HDR is now rapidly becoming a priority for broadcasting and distribution service providers worldwide.
Additional Broadcasting Networks Opted to Provide HDR Content
For Technicolor, these trends have translated into new broadcasting partners, including PBS, Capitol Broadcasting, and Gray Media looking to work with its Advanced HDR format. These additions have increased the range of channels capable of delivering live sports and entertainment in HDR.Â
“During CES 2025, we announced the launch of RCA’s NEXTGEN TV models integrated with Advanced HDR by Technicolor and an expanded lineup of Hisense TV models featuring our solution,” notes Allie.
More Work Being Done in 2025 to Expand HDR Access
Hardware and accessory devices are also actively exploring HDR technologies, adding more critical pieces to the ecosystem continues Advanced HDR by Technicolor.
“Encoding manufacturers, such as Ateme, have made strides in further embracing Advanced HDR by Technicolor to enhance their offerings for HDR workflows. Also at CES this year, we announced Tolka and Geniatech’s integration of Advanced HDR by Technicolor in their set-top box devices,” says Allie. “Beyond this, system-on-chip manufacturers have included the solution in their hardware, creating a well-rounded environment for HDR to thrive and be much more accessible to consumers.” Â
Beyond 2025, the Technicolor team working on Advanced HDR is optimistic about accelerating HDR adoption across the home video industry including streaming.Â
“The demand for HDR is expected to continue growing in 2025, especially as more live and on-demand content in HDR is created. Our recent partnership with Plex, a major provider of content distribution services, further demonstrates the significance of HDR across all platforms, whether broadcast or streaming. Additionally, live sports events will continue to be an opportunity for broadcasters and streaming service providers to engage with HDR workflows,” adds Allie.
