Playable optimizes the video format, frame rate, and resolution in real-time to the individual, depending on the device, email client, and network connection. This helps Playable guarantee that every viewer enjoys the best viewing experience for them.

The list of video formats used is constantly evolving. For example, until 2019 it became possible to deliver video to some email clients using the new H.265 video format (also known as HEVC, or High-Efficiency Video Coding).

HEVC offers from 25% to 50% better data compression at the same level of video quality or substantially improved video quality at the same bit rate. This includes support for an 8K video. And as of 2019, HEVC is used by 43% of video developers.

Based on a sample of 10 million recent Playable video emails, the average video delivered by Playable uses 1.5 MB of data with an average duration of these videos being 12.5 seconds. Please refer to the graph below.

TIP: The evolution of HD video compression allows Playable to deliver a far more engaging experience in a smaller file size than GIFs are capable of providing.

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