WebP vs. AVIF vs. JPG: Which Next-Gen Format Wins?
JPG has been the web's main photo format for more than thirty years, but two newer formats now beat it on file size. Here's how WebP and AVIF really compare, and which one to use today.
The short version
JPG is universal and good enough. WebP is smaller, supports transparency, and works in every current browser — the safe upgrade. AVIF is smaller still and visually superb at low file sizes, but it’s slower to encode, and some older devices and apps still can’t open it. WebP is the easy all-rounder; AVIF is the pick for the smallest files.
| JPG | WebP | AVIF | |
|---|---|---|---|
| Relative file size | Baseline | ~25–34% smaller | ~50% smaller |
| Transparency | No | Yes | Yes |
| Browser support | Universal | All current browsers | All current browsers (since 2024) |
| Encode speed | Fast | Fast | Slower |
| Best use today | Maximum compatibility | Everyday web | Smallest files |
WebP: the practical winner
WebP hits the best balance of size, features, and support. It shrinks photos noticeably versus JPG, handles transparency like a PNG, encodes quickly, and is supported by every browser people actually use. If you upgrade one thing about your images, make it WebP. The PNG to WebP and JPG to WebP tools make WebP copies in your browser.
AVIF: smallest files, a few trade-offs
AVIF, based on the AV1 video codec, produces astonishingly small files that still look clean — often half the size of JPG. The downsides are slower encoding (Cloudflare notes it can be an order of magnitude slower than other formats) and a few older devices and apps that can’t open it. It shines for large hero images where every kilobyte counts and you can afford the extra encode time.
So which should you pick?
- Need it to open anywhere, including old software? Stick with JPG.
- Optimising a normal website? Use WebP.
- Chasing the smallest files? Use AVIF, with a WebP or JPG fallback for older devices.
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