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).
HTML5 video
The HTML5 specification introduced the video element for the purpose of playing videos, partially replacing the object element. HTML5 video is intended by its creators to become the new standard way to show video on the web, instead of the previous de facto standard of using the proprietary Adobe Flash plugin, though early adoption was hampered by lack of agreement as to which video coding formats and audio coding formats should be supported in web browsers.