diff --git a/fmt/format.h b/fmt/format.h
index c1f723ac..98f33e13 100644
--- a/fmt/format.h
+++ b/fmt/format.h
@@ -777,8 +777,9 @@ class null_terminating_iterator {
   null_terminating_iterator(const Char *ptr, const Char *end)
     : ptr_(ptr), end_(end) {}
 
-  explicit null_terminating_iterator(basic_string_view<Char> s)
-    : ptr_(s.begin()), end_(s.end()) {}
+  template <typename Range>
+  explicit null_terminating_iterator(const Range &r)
+    : ptr_(r.begin()), end_(r.end()) {}
 
   null_terminating_iterator &operator=(const Char *ptr) {
     assert(ptr <= end_);
@@ -1102,8 +1103,7 @@ struct string_value {
 template <typename Char>
 struct custom_value {
   typedef void (*FormatFunc)(
-      basic_buffer<Char> &buffer, const void *arg,
-      basic_string_view<Char>& format, void *ctx);
+      basic_buffer<Char> &buffer, const void *arg, void *ctx);
 
   const void *value;
   FormatFunc format;
@@ -1318,15 +1318,14 @@ class value {
   // Formats an argument of a custom type, such as a user-defined class.
   template <typename T>
   static void format_custom_arg(
-      basic_buffer<char_type> &buffer, const void *arg,
-      basic_string_view<char_type> &format, void *context) {
+      basic_buffer<char_type> &buffer, const void *arg, void *context) {
     Context &ctx = *static_cast<Context*>(context);
     // Get the formatter type through the context to allow different contexts
     // have different extension points, e.g. `formatter<T>` for `format` and
     // `printf_formatter<T>` for `printf`.
     typename Context::template formatter_type<T> f;
-    auto it = f.parse(format);
-    format.remove_prefix(it - format.begin());
+    auto &&parse_ctx = ctx.get_parse_context();
+    parse_ctx.advance_to(f.parse(parse_ctx));
     f.format(buffer, *static_cast<const T*>(arg), ctx);
   }
 };
@@ -1876,8 +1875,27 @@ class arg_formatter_base {
   }
 };
 
+template <typename Char>
+class parse_context {
+ private:
+  basic_string_view<Char> format_str_;
+
+ public:
+  using char_type = Char;
+
+  explicit parse_context(basic_string_view<Char> format_str)
+    : format_str_(format_str) {}
+
+  const Char *begin() const { return format_str_.begin(); }
+  const Char *end() const { return format_str_.end(); }
+
+  void advance_to(const Char *p) {
+    format_str_.remove_prefix(p - begin());
+  }
+};
+
 template <typename Char, typename Context>
-class context_base {
+class context_base : public parse_context<Char>{
  private:
   basic_args<Context> args_;
   int next_arg_index_;
@@ -1885,8 +1903,8 @@ class context_base {
  protected:
   typedef basic_arg<Context> format_arg;
 
-  explicit context_base(basic_args<Context> args)
-  : args_(args), next_arg_index_(0) {}
+  context_base(basic_string_view<Char> format_str, basic_args<Context> args)
+  : parse_context<Char>(format_str), args_(args), next_arg_index_(0) {}
   ~context_base() {}
 
   basic_args<Context> args() const { return args_; }
@@ -1922,6 +1940,9 @@ class context_base {
     next_arg_index_ = -1;
     return true;
   }
+
+ public:
+  parse_context<Char> &get_parse_context() { return *this; }
 };
 }  // namespace internal
 
@@ -1952,8 +1973,7 @@ class arg_formatter : public internal::arg_formatter_base<Char> {
 
   /** Formats an argument of a custom (user-defined) type. */
   void operator()(internal::custom_value<Char> c) {
-    basic_string_view<Char> format_str;
-    c.format(this->writer().buffer(), c.value, format_str, &ctx_);
+    c.format(this->writer().buffer(), c.value, &ctx_);
   }
 };
 
@@ -1984,7 +2004,9 @@ class basic_context :
    stored in the object so make sure they have appropriate lifetimes.
    \endrst
    */
-  basic_context(basic_args<basic_context> args): Base(args) {}
+  basic_context(
+      basic_string_view<Char> format_str, basic_args<basic_context> args)
+    : Base(format_str, args) {}
 
   format_arg next_arg() {
     const char *error = 0;
@@ -3001,16 +3023,14 @@ template <typename Char, typename Context>
 class custom_formatter {
  private:
   basic_buffer<Char> &buffer_;
-  basic_string_view<Char> &format_;
   Context &ctx_;
 
  public:
-  custom_formatter(basic_buffer<Char> &buffer, basic_string_view<Char> &format,
-                   Context &ctx)
-  : buffer_(buffer), format_(format), ctx_(ctx) {}
+  custom_formatter(basic_buffer<Char> &buffer,Context &ctx)
+  : buffer_(buffer), ctx_(ctx) {}
 
   bool operator()(internal::custom_value<Char> custom) {
-    custom.format(buffer_, custom.value, format_, &ctx_);
+    custom.format(buffer_, custom.value, &ctx_);
     return true;
   }
 
@@ -3257,16 +3277,16 @@ class dynamic_specs_handler :
   }
 
  private:
-  using arg_ref = arg_ref<char_type>;
+  using arg_ref_type = arg_ref<char_type>;
 
   template <typename Id>
-  arg_ref make_arg_ref(Id arg_id) {
-    return arg_ref(arg_id);
+  arg_ref_type make_arg_ref(Id arg_id) {
+    return arg_ref_type(arg_id);
   }
 
-  arg_ref make_arg_ref(auto_id) {
+  arg_ref_type make_arg_ref(auto_id) {
     // TODO: get next index from context
-    return arg_ref(arg_ref::NONE);
+    return arg_ref_type(arg_ref_type::NONE);
   }
 
   dynamic_format_specs<char_type> &specs_;
@@ -3422,17 +3442,16 @@ Iterator parse_format_specs(Iterator it, Handler &handler) {
 template <typename ArgFormatter, typename Char, typename Context>
 const Char *do_format_arg(basic_buffer<Char> &buffer,
                           const basic_arg<Context> &arg,
-                          basic_string_view<Char> format,
                           Context &ctx) {
-  auto it = null_terminating_iterator<Char>(format);
+  auto it = null_terminating_iterator<Char>(ctx);
   basic_format_specs<Char> specs;
   if (*it == ':') {
-    format.remove_prefix(1);
-    if (visit(custom_formatter<Char, Context>(buffer, format, ctx), arg))
-      return format.begin();
+    ctx.advance_to(pointer_from(++it));
+    if (visit(custom_formatter<Char, Context>(buffer, ctx), arg))
+      return ctx.begin();
     specs_checker<specs_handler<Context>>
         handler(specs_handler<Context>(specs, ctx), arg.type());
-    it = parse_format_specs(it + 1, handler);
+    it = parse_format_specs(it, handler);
   }
 
   if (*it != '}')
@@ -3595,8 +3614,8 @@ inline typename basic_context<Char>::format_arg
 template <typename ArgFormatter, typename Char, typename Context>
 void vformat_to(basic_buffer<Char> &buffer, basic_string_view<Char> format_str,
                 basic_args<Context> args) {
-  basic_context<Char> ctx(args);
-  auto start = internal::null_terminating_iterator<Char>(format_str);
+  basic_context<Char> ctx(format_str, args);
+  auto start = internal::null_terminating_iterator<Char>(ctx);
   auto it = start;
   using internal::pointer_from;
   while (*it) {
@@ -3626,8 +3645,8 @@ void vformat_to(basic_buffer<Char> &buffer, basic_string_view<Char> format_str,
     } handler(ctx, arg);
 
     it = parse_arg_id(it, handler);
-    format_str.remove_prefix(pointer_from(it) - format_str.data());
-    it = internal::do_format_arg<ArgFormatter>(buffer, arg, format_str, ctx);
+    ctx.advance_to(pointer_from(it));
+    it = internal::do_format_arg<ArgFormatter>(buffer, arg, ctx);
     if (*it != '}')
       FMT_THROW(format_error(fmt::format("unknown format specifier")));
     start = ++it;
diff --git a/fmt/printf.cc b/fmt/printf.cc
index c107c46b..53d4c0b9 100644
--- a/fmt/printf.cc
+++ b/fmt/printf.cc
@@ -14,7 +14,7 @@ FMT_FUNC int vfprintf(std::FILE *f, string_view format, printf_args args) {
 }
 
 #ifndef FMT_HEADER_ONLY
-template void printf_context<char>::format(string_view, buffer &);
-template void printf_context<wchar_t>::format(wstring_view, wbuffer &);
+template void printf_context<char>::format(buffer &);
+template void printf_context<wchar_t>::format(wbuffer &);
 #endif
 }
diff --git a/fmt/printf.h b/fmt/printf.h
index ac4b33de..eb9e39db 100644
--- a/fmt/printf.h
+++ b/fmt/printf.h
@@ -269,11 +269,10 @@ class printf_arg_formatter : public internal::arg_formatter_base<Char> {
 
   /** Formats an argument of a custom (user-defined) type. */
   void operator()(internal::custom_value<Char> c) {
-    const Char format_str_data[] = {'}', '\0'};
-    basic_string_view<Char> format_str = format_str_data;
+    const Char format_str[] = {'}', '\0'};
     auto args = basic_args<basic_context<Char>>();
-    basic_context<Char> ctx(args);
-    c.format(this->writer().buffer(), c.value, format_str, &ctx);
+    basic_context<Char> ctx(basic_string_view<Char>(format_str), args);
+    c.format(this->writer().buffer(), c.value, &ctx);
   }
 };
 
@@ -283,9 +282,8 @@ class printf_context;
 
 template <typename T, typename Char = char>
 struct printf_formatter {
-  const Char *parse(basic_string_view<Char> s) {
-    return s.data();
-  }
+  template <typename ParseContext>
+  const Char *parse(ParseContext& ctx) { return ctx.begin(); }
 
   void format(basic_buffer<Char> &buf, const T &value, printf_context<Char> &) {
     internal::format_value(buf, value);
@@ -329,11 +327,14 @@ class printf_context :
    appropriate lifetimes.
    \endrst
    */
-  explicit printf_context(basic_args<printf_context> args): Base(args) {}
+  printf_context(
+      basic_string_view<Char> format_str, basic_args<printf_context> args)
+    : Base(format_str, args) {}
+
+  using Base::get_parse_context;
 
   /** Formats stored arguments and writes the output to the buffer. */
-  FMT_API void format(
-      basic_string_view<Char> format_str, basic_buffer<Char> &buffer);
+  FMT_API void format(basic_buffer<Char> &buffer);
 };
 
 template <typename Char, typename AF>
@@ -415,9 +416,9 @@ unsigned printf_context<Char, AF>::parse_header(
 }
 
 template <typename Char, typename AF>
-void printf_context<Char, AF>::format(
-    basic_string_view<Char> format_str, basic_buffer<Char> &buffer) {
-  auto start = iterator(format_str);
+void printf_context<Char, AF>::format(basic_buffer<Char> &buffer) {
+  Base &base = *this;
+  auto start = iterator(base);
   auto it = start;
   using internal::pointer_from;
   while (*it) {
@@ -519,7 +520,7 @@ void printf_context<Char, AF>::format(
 template <typename Char>
 void printf(basic_buffer<Char> &buf, basic_string_view<Char> format,
             basic_args<printf_context<Char>> args) {
-  printf_context<Char>(args).format(format, buf);
+  printf_context<Char>(format, args).format(buf);
 }
 
 typedef basic_args<printf_context<char>> printf_args;
diff --git a/test/custom-formatter-test.cc b/test/custom-formatter-test.cc
index b84db61e..e189fa4d 100644
--- a/test/custom-formatter-test.cc
+++ b/test/custom-formatter-test.cc
@@ -65,8 +65,8 @@ std::string custom_vsprintf(
     const char* format_str,
     fmt::basic_args<CustomPrintfFormatter> args) {
   fmt::memory_buffer buffer;
-  CustomPrintfFormatter formatter(args);
-  formatter.format(format_str, buffer);
+  CustomPrintfFormatter formatter(format_str, args);
+  formatter.format(buffer);
   return std::string(buffer.data(), buffer.size());
 }
 
diff --git a/test/ostream-test.cc b/test/ostream-test.cc
index b5deb6ad..cff83272 100644
--- a/test/ostream-test.cc
+++ b/test/ostream-test.cc
@@ -65,7 +65,7 @@ struct TestArgFormatter : fmt::arg_formatter<char> {
 
 TEST(OStreamTest, CustomArg) {
   fmt::memory_buffer buffer;
-  fmt::context ctx((fmt::args()));
+  fmt::context ctx("", fmt::args());
   fmt::format_specs spec;
   TestArgFormatter af(buffer, ctx, spec);
   visit(af, fmt::internal::make_arg<fmt::context>(TestEnum()));
diff --git a/test/util-test.cc b/test/util-test.cc
index c3387639..5c276e31 100644
--- a/test/util-test.cc
+++ b/test/util-test.cc
@@ -448,8 +448,9 @@ struct CustomContext {
 
   bool called;
 
-  fmt::string_view format() { return ""; }
-  void advance_to(const char *) {}
+  fmt::internal::parse_context<char> get_parse_context() {
+    return fmt::internal::parse_context<char>("");
+  }
 };
 
 TEST(UtilTest, MakeValueWithCustomFormatter) {
@@ -457,8 +458,7 @@ TEST(UtilTest, MakeValueWithCustomFormatter) {
   fmt::internal::value<CustomContext> arg(t);
   CustomContext ctx = {false};
   fmt::memory_buffer buffer;
-  fmt::string_view format_str;
-  arg.custom.format(buffer, &t, format_str, &ctx);
+  arg.custom.format(buffer, &t, &ctx);
   EXPECT_TRUE(ctx.called);
 }
 
@@ -602,9 +602,8 @@ TEST(UtilTest, CustomArg) {
         testing::Invoke([&](fmt::internal::custom_value<char> custom) {
     EXPECT_EQ(&test, custom.value);
     fmt::memory_buffer buffer;
-    fmt::context ctx((fmt::args()));
-    fmt::string_view format_str;
-    custom.format(buffer, &test, format_str, &ctx);
+    fmt::context ctx("", fmt::args());
+    custom.format(buffer, &test, &ctx);
     EXPECT_EQ("test", std::string(buffer.data(), buffer.size()));
     return Visitor::Result();
   }));