Online open video platform Vimeo announced Monday that it is the latest company to join the Alliance for Open Media (AOMedia), a group backing video codec AV1.

The new, royalty-free video codec was officially released in March and touts 30 percent better compression than current codecs like VP9, according to testing by BitMovin.   

AOMedia counts Google, Amazon, Apple, Facebook and Microsoft among its founding members, and Adobe, CableLabs, and Hulu as promoter members. The organization promotes the development and adoption of AV1, which promises to deliver 4K UHD video content while using less data.

“Vimeo is excited and proud to join the Alliance for Open Media,” said Naren Venkataraman, head of technology at Vimeo, in a statement. “We look forward to working alongside AOMedia members to shape the next-generation codec that will unify the industry and fundamentally improve video experiences for creators and viewers everywhere.”

“We’re pleased to welcome Vimeo to the Alliance for Open Media, reflecting the importance of online and live streaming engagement to achieve broad industry adoption,” said Gabe Frost, executive director, the Alliance for Open Media. “We look forward to Vimeo’s contributions to this significant initiative, which will open the door to a new era of openness and interoperability for internet video.”