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
While some features of HTML 5 are often compared to Adobe Flash, the two technologies are very different. Both include features for playing audio and video within web pages, and for using Scalable Vector Graphics. However, HTML 5 on its own cannot be used for animation or interactivity – it must be supplemented with CSS3 or JavaScript. There are many Flash capabilities that have no direct counterpart in HTML 5 (see Comparison of HTML5 and Flash). HTML 5's interactive capabilities became a topic of mainstream media attention around April 2010 after Apple Inc.'s then-CEO Steve Jobs issued a public letter titled "Thoughts on Flash" in which he concluded that "Flash is no longer necessary to watch video or consume any kind of web content" and that "new open standards created in the mobile era, such as HTML5, will win". This sparked a debate in web development circles suggesting that, while HTML 5 provides enhanced functionality, developers must consider the varying browser support of the different parts of the standard as well as other functionality differences between HTML 5 and Flash. In early November 2011, Adobe announced that it would discontinue development of Flash for mobile devices and reorient its efforts in developing tools using HTML 5. On July 25, 2017, Adobe announced that both the distribution and support of Flash will cease by the end of 2020.