A Conversation with Deacon Johnson, CEO of MainConcept
CEO,
MainConcept
For decades, the evolution of codecs has followed a steady and predictable trajectory forward that delivers on the expectation of incremental gains and gradual adoption. New standards eventually settle into coexistence with legacy technologies on next-generation silicon to address emerging market demands. The entrance of Versatile Video Coding (VVC) marks the next inflection point in how video is created, delivered, monetized, and ultimately experienced.
In a recent conversation with Deacon Johnson, CEO of MainConcept, he explains why VVC is not simply a routine generational step, but a technology with real momentum driven by forces that reach beyond compression metrics.
Here is what he had to say:
Q: What role does MainConcept play in the video ecosystem, and how does that shape your perspective on new standards like VVC?
Johnson: MainConcept builds high-quality, precise, and reliable software codecs and has done so for more than 30 years. Our roots are in professional production—high-bit-depth formats, wide color gamut, rich color, high resolution and support for camera formats that require high quality management—so we deeply understand the technical foundations of each codec generation.
From the start, MainConcept has operated at the intersection of precision engineering and real-world production demands. Our history goes back all the way through to MPEG-2, AVC, HEVC and now VVC as well as AV1. That experience gives us a long view into how new standards evolve and how they ultimately reshape broadcast, streaming, and emerging markets.
Q: What makes VVC such a consequential evolution from a technological standpoint?
Johnson: One of the standout advantages of VVC lies in its efficiency. In comparison to other codecs, VVC delivers the same picture quality at roughly half the bit rate, providing viewers with smoother playback, faster start times and higher resolution without requiring more bandwidth. The deeper story is that VVC is a future-proof codec engineered for where video is evolving, whether that is 4K, 8K or high frame rate video.
VVC’s multi-layer capabilities are particularly transformative. It enables a single encode to generate multiple resolutions and formats, which allows broadcasters and streaming service providers to overlay real-time elements such as stats, commentary and alerts without disrupting playback. These dynamic overlays mean new advertising models and interactive features can be deployed without adding operational complexity.
Q: What are the expected shifts in technical operations that come with integration of VVC ?
Johnson: VVC’s multi-layer capability collapses what used to be parallel workflows into a unified pipeline. Instead of maintaining separate encoding stacks for different devices and resolutions, VVC enables a single workflow to serve them all. That reduces processing loads, minimizes hardware strain, and simplifies the operational footprint in environments where scale and reliability are non-negotiable.
Extracting the full value of multi-layer VVC requires the ecosystem to have a few things in place. Three groups need to be aligned: the standards bodies, solution providers which include codec developers like MainConcept, and finally the chip suppliers and device manufacturers. When these three are in sync the broadcasters and streaming platforms can rely on one stream that is capable of playback everywhere. Technology partners such as MainConcept and others can work with the broadcasters and streaming platforms to ensure that the encoding tools integrate cleanly in the production frameworks and systems.
What is most critical is a shared commitment to scalable, repeatable workflows that ensure content plays consistently across devices. Once those forces align—as we’ve seen with previous codec transitions—the industry can accelerate adoption with confidence.
Q: Are there economic benefits that VVC introduces for the industry?
Johnson: There are a number of areas where VVC is cost effective and financially beneficial. The hallmark of VVC is its reduction on bitrate requirements, cutting that nearly in half reshapes the economics of content delivery. Lower bitrate means lower bandwidth expense, and a multi-layer workflow means less infrastructure to maintain, less compute to power, and lower energy consumption across the board.
But looking at the opportunities ahead, VVC enables more affordable delivery of higher end formats such as 4K, 8K, HDR, wide color gamut as well as VR and spatial video. Broadcasters and IP delivery frameworks will likely take an interest in that capability. Additionally, VVC covers a broad range of devices which minimizes the need to manage multiple encoding stacks. That may be an enticing opportunity for the industry to simplify workflows. VVC also opens the door to new monetization models such as dynamic overlays, personalized ad experiences, interactive features layered directly onto the video stream.
All these things create new business opportunities for the market in general. As VVC evolves, many services will see the codec as a cost savings and growth engine for new revenue. How could you resist?
Q: What is the state of market readiness in relation to VVC’s potential?
Johnson: Encouraging signs are emerging across the globe. Activity inside broadcast standardization efforts—in places like Brazil and within ATSC 3.0—signals that major regions are already building the infrastructure that will carry VVC into mainstream use. These environments give the industry room to experiment, refine workflows, and test out new models before mass deployment.
Strategically, VVC gives streaming platforms and broadcasters something they urgently need: a codec that simultaneously lowers costs and fuels innovation. In a business climate where legacy streaming models are showing their age, VVC offers a pathway to modernize without compromising performance or economics.
Q: From a decision-maker’s standpoint, what signals should they watch in the months and years ahead?
Johnson: While VVC is still in the early stages and adoption is beginning to happen within video delivery and broadcast frameworks, there is a lot of experimentation taking place. You have to look beyond broadcast and streaming. Tertiary markets such as medical imaging, security, surveillance or military systems are often the earliest and clearest indicators of long-term viability. If those markets commit to a technology, it means the codec’s technical and economic foundation is solid. Leaning into the history of previous codecs, HEVC is now almost ubiquitous in the broadcast world and VVC is following nearly the same trajectory of early experimentation.
After thirty years of navigating the evolution of codecs, we can say that VVC has got legs. It is a privilege and honor for us as engineers to work with codecs such as VVC and offer its technological enhancement along with new revenue generation opportunities to our customers.
###