HTML5 video
In 2010, in the wake of Apple iPad launch and after Steve Jobs announced that Apple mobile devices would not support Flash, a number of high-profile sites began to serve H.264 HTML5 video instead of Adobe Flash for user-agents identifying as iPad. HTML5 video was not as widespread as Flash videos, though there were rollouts of experimental HTML5-based video players from DailyMotion (using Ogg Theora and Vorbis format), YouTube (using the H.264 and WebM formats), and Vimeo (using the H.264 format).
Use of Ogg formats in HTML5
The HTML5 draft specification adds codice_1 and codice_2 elements for embedding video and audio in HTML documents. The specification had formerly recommended support for playback of Theora video and Vorbis audio encapsulated in Ogg containers to provide for easier distribution of audio and video over the internet by using open standards, but the recommendation was soon after dropped.