While most digital content is rendered as HTML, content can be packaged into other formats. A format determines the mode in which content is consumed, and influences the devices and channels where it is available. An image can be static (a jpeg) or interactive. An interview can be an audio file available as a podcast, or it can be a text transcript. In some circumstances, publishers may wish to offer alternative content formats relating to the same content item, especially when needing to support specific channels or accessibility requirements.
The content format in many cases is closely associated with a file format, though file formats are more specific, and audiences generally do not care about the image, video or audio format, provided it is a widely-supported standard. A content format should not be confused with a content type (a common source of confusion). For example, a white paper is a content type that could have a content format of a PDF.