Amazon Video
Customers of Amazon Video can stream on the web using an HTML5 player (supported in Chrome, Firefox, Internet Explorer 11, Edge, Safari and Opera).
Adobe Flash
Representing open standards, inventor of CSS and co-author of HTML5, Håkon Wium Lie explained in a Google tech talk of 2007, entitled "the  element", the proposal of Theora as the format for HTML5 video:
I believe very strongly, that we need to agree on some kind of baseline video format if [the video element] is going to succeed. Flash is today the baseline format on the web. The problem with Flash is that it's not an open standard.