Why is AVIF so much smaller?
AVIF is a still image wrapped in the AV1 video codec. That sounds like a technicality and is in fact the whole explanation: AV1 was designed by a consortium including Google, Netflix, Amazon and Mozilla to cut streaming bandwidth, and it brings a decade of compression research that JPEG, published in 1992, does not have.
The result on our fixed test image: 375 KB as JPG, 102 KB as AVIF. Around 73% smaller for the same visual content — a bigger saving than WebP managed on the same file.
What does that cost?
Time. AVIF encoding is by a wide margin the slowest operation on this site, because the search for an efficient encoding is exactly what produces the small file. A large photograph takes seconds rather than milliseconds.
That is fine for images you encode once and serve many times, which is what web images are. It is a poor trade for a one-off conversion you need immediately.
Where AVIF still does not belong
Browser support is now broad — Chrome, Edge, Firefox, Opera and Safari all handle it. Outside the browser it is another story: most desktop photo software, most print workflows and most upload forms still reject AVIF.
Use it for images on a site you control. Use JPG for anything that has to open on someone else’s machine.
A note on converting old JPGs
Converting an existing JPG to AVIF does not improve it. The detail the JPG discarded is gone, and AVIF cannot invent it back.
What you get is the same picture, stored far more efficiently. If you still have the original camera file, converting that to AVIF gives a better result than converting the JPG you made from it.