| 03 May 2021 In a market where the fallout of HEVC is damaging versatile video coding (VVC) adoption, AV1 is growing on the back of Android TV and OTT and LCEVC is taking root, the arrival of codecs designed for a streaming-first media and entertainment world is set to be disruptive for a decade says a study from Rethink Technology Research. And given, according to the Media & Entertainment Transcoding Workload and Device Royalty Forecast 2020-2030, such next-generation codecs are set to be more costly, the total addressable market (TAM) for video device royalties is projected to grow 146% annually to $8.42 billion from 2020 to 2030. By contrast, the likely service obtainable market (SOM) is forecast to grow to $7.62 billion in 2030. This means said the analyst that patent pools will be collecting ever more royalties from the available market, with the total SOM reaching over 90% of the TAM by the end of the period.