+IoT Hub supports writing data to Azure Blob Storage in the [Apache Avro](https://avro.apache.org/) format as well as in JSON format. The capability to encode JSON format is generally available in all regions in which IoT Hub is available. The default is AVRO. The encoding format can be only set when the blob storage endpoint is configured. The format cannot be edited for an existing endpoint. When using JSON encoding, you must set the contentType to JSON and contentEncoding to UTF-8 in the message [system properties](iot-hub-devguide-routing-query-syntax.md#system-properties). If this is not set, then IoT Hub will write the messages in base 64 encoded format. You can select the encoding format using the IoT Hub Create or Update REST API, specifically the [RoutingStorageContainerProperties](https://docs.microsoft.com/rest/api/iothub/iothubresource/createorupdate#routingstoragecontainerproperties), the Azure portal, [Azure CLI](https://docs.microsoft.com/cli/azure/iot/hub/routing-endpoint?view=azure-cli-latest), or the [Azure Powershell](https://docs.microsoft.com/powershell/module/az.iothub/add-aziothubroutingendpoint?view=azps-1.3.0). The following diagram shows how to select the encoding format in the Azure portal.
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