The most common, when discussing direct HDD => HDD backup is the sector and cluster sizes of the disk, and if the file system have support for "fractions" - many small files being combined together and stored in a single larger block.
Next thing is that backup compression is quite often a fast compression that can make jpeg, zip, rar, mov, ... actually grow.
Yet another thing is that better backup program can generate redundancy information. I.e. the backup can contain error correcting code so that a broken block on a DVD can be totally recreated - this besides the ECC that the HDD/DVD/tape/... make use of for every individual block to correct limited bit errors within the block.
In the end, it isn't automatically sure that a backup is smaller than the original data.