As a video marketer, you know that there is no one-size-fits-all approach to creating engaging videos. However, you should always ensure that you are using the best video format for your content, regardless of the type of video you are creating.
There is no one-size-fits-all video format – not every computer, video platform, or website browser supports every video format.
Luckily, we've compiled the best video formats and listed their pros and cons to help you know which video format you should use in different situations.
If you know the best format for your videos, check this out Clip Creator by HubSpotour free AI-powered video maker that allows you to easily create high-quality videos.
Table of contents
6 of the 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 still images. In addition, high video quality can be maintained with relatively small file sizes.
Best for: MP4 formats are best suited for long video formats because MP4 files are relatively small but still high quality.
“For my YouTube channel, I typically use the MP4 video format because many of the YouTube videos I created were up to 20 minutes long,” says HubSpot Marketing Manager Erica Santiago says.
“MP4s are such small files that rendering and uploading long videos would be much easier and more efficient. Additionally, MP4s typically experience only a slight loss of quality when uploaded to platforms such as YouTube or TikTok.”
- Advantages: MP4 files are relatively small, making them quick to upload and easy to save without taking up storage space on your device.
- Disadvantages: Because MP4 files are so straightforward and common to edit, they can also be easily pirated, which poses a problem 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 the quality is usually so high, it takes up significantly more space on users’ computers.
Best for: The MOV format is best for editing on Apple devices as they are specifically 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 editing MOVs easier and represents the professional standard in video editing.
Disadvantages: Unlike MP4s, MOV formats are not generally playable on various devices and their extremely high quality also results in large file sizes.
“I rarely use MOV formatting for my videos because, in my opinion, the high quality doesn’t make up for the high file storage space and long upload time,” says Santiago.
3. WMV
Microsoft developed WMV so that your audience can play these types of videos on Windows Media Player. You can download a WMV player to play WMV videos if you have a Mac. Just like the MOV format, the WMV format offers high video quality, but at the expense of a small file size.
Best for: WMVs are best for creators who want to ensure copyright protection for their work. The format includes copyright and licensing features that check whether users have the right to use it.
Advantages: WMV files are so small that they can even be played via Google Drive.
Disadvantages: “While I like the small file size for editing, WMV files often lose image quality when uploaded and compressed, so I also avoid using this format,” says Santiago.
4.FLV
Designed specifically 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 on online platforms like YouTube and Google Video, FLV is the video format for you.
Advantages: Their file sizes are usually small, allowing users to download them quickly.
Disadvantages: The only downside to 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 was 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 offer excellent audio and video quality.
- Disadvantages: The file size in AVI video format is large, which is more suitable for storage on computer rather than streaming or downloading.
6. AVCHD
Panasonic and Sony have developed AVCHD, the highest quality video format, specifically for digital camcorders, making it perfect for anyone who regularly shoots high-end videos.
The video format is based on H.264/MPEG-4 video compression technology and allows you to store hours of high quality video with just a tiny amount of data.
Additionally, the video format comes in both standard and high-definition variants, and the latest variant, 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 suffer much loss in data quality.
- Disadvantages: The compatibility of this format is very limited as it was designed for use with Panasonic and Sony products.
Now that you know the best video format for your content, you can create outstanding, engaging videos that reach your audience.