Comment by CharlesW

> Yes AVIF is better at compressing than jpeg and even webp, that should be taken for granted given its a newer format.

Yes, and it turns out that "somewhat better compression efficiency" basically doesn't matter. The ecosystem matters a lot, though — Apple's support of JXL in ProRAW moved the needle 1,000× more than whatever efficiency advantages JXL may have.

A couple ecosystem challenges for JXL that I see is that (1) it has no video story and (2) it's five years behind AV1 in terms of having a hardware encode/decode story (I'm assuming it will have one), and by that time it'll be competing with AV2.

> AV2 might bring it closer on par with JXL in compression but to suggest they're at all equal is a joke.

They're apples and oranges, which is part of my frustration about the post we're discussing. The industry has clearly aligned behind AV1 as a universal, open, royalty-free image/video distribution format, and is now working on version 2 (AV2). That all happens regardless of JXL's fortunes.

I firmly believe that JXL will find "conscious success" as an authoring and intermediate file format, but that makes it more of a TIFF competitor. For distribution, JXL's "unconscious success" as a distribution format looks like another output format for Cloudflare Images, Cloudinary, Fastly Image Optimizer, etc.