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).
H.264/MPEG-4 AVC
In 2009, the HTML5 working group was split between supporters of Ogg Theora, a free video format which is thought to be unencumbered by patents, and H.264, which contains patented technology. As late as July 2009, Google and Apple were said to support H.264, while Mozilla and Opera support Ogg Theora (now Google, Mozilla and Opera all support Theora and WebM with VP8). Microsoft, with the release of Internet Explorer 9, has added support for HTML 5 video encoded using H.264. At the Gartner Symposium/ITXpo in November 2010, Microsoft CEO Steve Ballmer answered the question "HTML 5 or Silverlight?" by saying "If you want to do something that is universal, there is no question the world is going HTML5." In January 2011, Google announced that they were pulling support for H.264 from their Chrome browser and supporting both Theora and WebM/VP8 to use only open formats.