The International Telecommunication Union says the format, or codec, known as H.265 would require just half the amount of data needed by its predecessor, H.264.
The Geneva-based agency says videos encoded using the H.264 format _ which is favored by devices such as Apple's iPad _ currently account for two-fifths of web traffic.
ITU said in a statement late Friday the new H.265 codec could pave the way for ``the next wave of innovation,'' such as faster movie downloads and higher-quality video streaming.
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