This paper addresses the viral infectious watermarking (VIW) model using biological virus infection for a new-paradigm of video copyright protection of MPEG/H.264/AVC/HEVC. Our model aims to spread or infect the watermark to different codecs each time video contents are copied, edited, or transcoded. Thus, we regard the watermark as the infectious virus, the video content as the host, and the video codec as the contagion medium and then model pathogen, mutant, and contagion as the infectious watermark. Then, we define the techniques of viral infectious watermark generation, kernel-based VIW, and content-based VIW. Furthermore, we present a reversible VIW for fast infection in VIW model. This makes the video quality and strength be adaptively controlled in the infectious process. Experiment results verified that our VIW model can detect or recover the reversible watermark without loss in different codecs and also can maintain the quality of video content that is recovered to the same bit rate. 2 of 20 reliability, and video quality. Early stage works [1-6] focused on the compressed DCT domain of MPEG-2/-4, H.264 codec or the uncompressed DWT domain, considering the robustness in the face of geometric and temporal attacks. Hartung et al. [1] presented an additive spread-spectrum watermarking technique for MPEG-2 compressed video stream that embeds the watermark in the entropy coded DCT coefficients. Swanson et al. presented an object-based transparent watermarking technique [2] and also a temporal wavelet transform-based multi-resolution watermarking technique [3]. Serdean et al. [4] presented DWT-based high capacity video watermarking invariant to geometrical attacks that uses a spatial domain reference watermark. Wang et al. [5] presented a set of robust MPEG-2 video watermarking focused on geometric processing such as cropping, removal of any rows, downscaling, frame dropping, and bit-rate reduction. Zhang et al. [6] embedded the modified 2D 8-bit watermark pattern in the compressed domain to accommodate the computational constraints of H.264/AVC. Recent stage works [7-14] have considered different codecs and the robustness to combination of commonly used attacks with the development of codecs. Asikuzzaman et al. [7] embedded the watermark into one level of the dual-tree complex wavelet transform (DT DWT) of the chrominance channel and extracted the watermark depending on the resolution of the downscaled version of the watermarked frame and the information of that frame without using the key. Fallahpour et al. [8] generated the watermark signals by the macroblock's and frame's indices and embedded them into the nonzero quantized DCT values of blocks, mostly the last nonzero values, enabling detection of spatial, temporal, and spatiotemporal tampering. Stutz et al. [9] presented a non-blind watermarking for H.264/CAVLC structure-preserving substitution with high capacity without changing the length of video stream. Khalilian et al. [10] embedded the watermark in the LL sub-band of DWT coefficients that offers the...