JPEG XL vs. AVIF in 2025: The Complete Guide to Choosing Your Image Format

The quest for the perfect image format feels never-ending. Just as WebP began to feel comfortable, two powerful new contenders emerged: AVIF and JPEG XL. Both promise stunning quality at a fraction of the file size, but they come from different philosophies and excel in different arenas.

As we approach 2026, the question isn’t just which format is “better,” but which is better for your specific needs. This in-depth guide will cut through the technical jargon and provide a clear, practical comparison to help you make an informed decision, covering everything from core technology to the latest browser support trends.

The Origin Stories: Two Different Paths to Efficiency

Understanding the background of each format is key to understanding their strengths.

JPEG XL: The Designed Successor

JPEG XL (JXL) was created by the Joint Photographic Experts Group (JPEG) itself, the very committee that created the original JPEG standard. Its name stands for “JPEG X Long-term,” highlighting its intent as a universal, future-proof replacement.

It brilliantly combines two earlier proposals: Google’s PIK (focused on high-fidelity compression) and Cloudinary’s FUIF (which excelled at lossless and progressive loading). Standardized in 2022, JPEG XL was designed from the ground up to be a versatile workhorse for both the web and professional photography.

AVIF: The Image Format from a Video Codec

AVIF (AV1 Image File Format) is an image format based on the open-source AV1 video codec. It was developed by the Alliance for Open Media (AOMedia), a consortium that includes tech giants like Google, Apple, Microsoft, Amazon, and Netflix.

Launched in 2019, AVIF repurposes the powerful compression techniques of AV1 video for still images. Its primary goal is to provide a royalty-free, highly efficient format for the web, with a strong focus on delivering the smallest possible files for online content.

Technical Face-Off: A Feature-by-Feature Comparison

This table summarizes the core technical differences between the two formats as of 2025.

Deep Dive into Performance and Quality

Compression and Image Quality: It Depends on Your Goal

Independent tests and real-world usage in 2025 have solidified a clear pattern:

• For High-Quality Photographs: JPEG XL consistently has an edge. When the goal is to preserve fine detail and texture with minimal artifacts at high to very high quality settings, JXL often produces smaller files than AVIF for the same perceptual quality. One analysis found JXL can outperform AVIF by 5-25% for high-quality photographic images.
• For Low-Bandwidth Web Delivery: AVIF is a fierce competitor. When you need to compress an image heavily for a fast-loading webpage, AVIF’s video-based compression truly shines. It can produce extremely small files, though this can sometimes introduce blurring or smoothing of fine details. This makes it ideal for thumbnails, product images, and social media graphics where saving every kilobyte counts.

The Killer Feature: Lossless JPEG Recompression

This is arguably JPEG XL’s most compelling feature for anyone with a large existing photo library. JPEG XL can losslessly transcode an existing JPEG. This means it can wrap the original JPEG data in a more efficient container, reducing the file size by 15-22% without any generational quality loss whatsoever. You can then restore the original JPEG bit-for-bit later. AVIF cannot do this, requiring a re-encode that always carries some quality loss.

Encoding and Decoding Speed

For photographers and content creators processing large batches of images, speed matters.

• Encoding: JPEG XL is generally faster to encode than AVIF, with some tests showing it can be up to 3 times faster at comparable quality settings. This makes a significant difference in workflow efficiency.
• Decoding: AVIF can have a decoding speed advantage in some browser environments. However, JXL’s support for progressive decoding means users see a usable image faster, improving the perceived performance, especially on slower connections.

Browser and Platform Support: The Practical Reality in 2025

This is the most critical factor for web developers and the area with the most dynamic change.

• AVIF: The Established Web Contender AVIF has achieved broad support across all major browsers, including Chrome, Firefox, Safari, and Edge. It’s also natively supported in Android 12+, iOS 16+, and Windows 10/11. For general web use today, AVIF is the safe, widely compatible choice.

• JPEG XL: The Rising Challenger The support landscape for JXL has been a rollercoaster. After initial experimentation, Chromium-based browsers like Chrome removed support, which significantly hampered its web adoption. However, 2024 and 2025 have been turning points. Apple added native support across iOS 17, macOS Sonoma, and Safari 17. Furthermore, Microsoft added JPEG XL support to the Windows Photos app for both Windows 10 and 11. This growing native OS support, combined with adoption in professional software like Adobe Photoshop, ON1 Photo RAW, and GIMP, is building a strong foundation for JPEG XL outside the browser.

Real-World Use Cases: Which Format for What Job?

Based on their technical profiles, here’s how to choose:

✅ Use AVIF if…

• You’re optimizing a public-facing website: With near-universal browser support, AVIF is the default choice for improving Largest Contentful Paint (LCP) and other Core Web Vitals.
• File size is your absolute priority: For product thumbnails, hero images, and social media posts where you need the smallest file possible.
• You need guaranteed compatibility now: It’s the safer bet for ensuring all your users can see your images without complex fallbacks.

✅ Use JPEG XL if…

• You have a large archive of JPEGs: Use JXL to losslessly compress them, saving significant storage space without any quality loss. This is a free win for digital asset management.
• You work in professional photography or print: Its support for high bit depths, CMYK color, and superior high-quality compression makes it ideal for editing, archiving master files, and sending images to print labs.
• You’re future-proofing your personal library: Its versatility and high-fidelity features make it an excellent choice for storing your master photo collections.

How to Implement Them Today

For web developers, the best practice is to use the HTML <picture> element to serve the most efficient format the user’s browser supports.

<picture>
  <source srcset="image.avif" type="image/avif">
  <source srcset="image.jxl" type="image/jxl">
  <img src="image.jpg" alt="A descriptive alt text">
</picture> 

This code prioritizes AVIF for its wide support, offers JXL to browsers that support it (like Safari), and falls back to a universal JPEG for everyone else.

The Future Outlook: What’s Next for Image Formats?

As we look beyond 2025, several trends are emerging that could shape the future of both formats:

The AI Processing Revolution

Both formats are being optimized for AI and machine learning workflows. JPEG XL’s high bit depth support makes it particularly well-suited for training data in computer vision models, while AVIF’s efficient compression is being adapted for real-time AI image processing in web applications.

WebAssembly Decoders Gaining Traction

For formats like JPEG XL that lack universal browser support, WebAssembly decoders are becoming a viable workaround. Several major content management systems now offer optional WASM-based JXL decoding for browsers that don’t natively support it, ensuring consistent image delivery across all platforms.

Industry Adoption Patterns

• E-commerce platforms are increasingly adopting AVIF for product images and thumbnails, with some reporting 30-50% bandwidth savings compared to WebP.
• Digital asset management systems are adding JPEG XL support for archival purposes, leveraging its lossless JPEG recompression to reduce storage costs without quality loss.
• Social media platforms remain divided, with some experimenting with both formats for different use cases within their ecosystems.

The Bottom Line for 2025 and Beyond

The image format landscape is maturing, and both AVIF and JPEG XL have secured their places in the digital ecosystem.

AVIF is the pragmatic choice for the web today. It’s widely supported across all major browsers and delivers fantastic file savings for online content, making it the default for most websites looking to improve performance metrics and user experience.

JPEG XL is the visionary format for quality and versatility. Its superior features for high-fidelity imaging, archival, and professional workflows are undeniable. While its web presence is growing steadily through WASM solutions and increasing browser adoption, its future is brightest as a universal format for capture, editing, and long-term storage.

My advice? Use AVIF for your website now, but keep a very close eye on JPEG XL. The format continues to gain traction in creative software and operating systems. For your personal and professional work outside the browser—whether you’re a photographer archiving master files, a designer working with print materials, or simply someone who values preserving image quality—start experimenting with JPEG XL today. It might just be the best way to preserve your pixels for tomorrow while saving significant storage space today.

The journey toward better image formats continues, but for now, we’re fortunate to have two excellent options that each excel in their respective domains. Choose based on your specific needs, and don’t be afraid to implement both where it makes sense for your workflow.