Use a neutral, tint-free color so the room itself doesn’t cast unwanted color onto your subject. The main choice is how reflective you want the room to be:

• white: reflects a lot of light, so the walls can act like large fill reflectors. This can be helpful, but it also makes stray reflections and spill harder to control.
• black: reflects very little light, giving you the most control over lighting. The tradeoff is that you’ll usually need separate reflectors or fill when you want softer light.
• neutral gray: a middle ground between the two.

So the best answer depends on your shooting style. If you want maximum light control, go flat black. If you want the room to help bounce light, use neutral white. If you want flexibility, use a neutral gray.

The same general advice applies to video: keep the walls and ceiling neutral and choose darker or lighter tones based on how much ambient bounce and light control you want.