HTML5 video
Support for HTML5 video has been steadily increasing. In June 2013, Netflix added support for HTML5 video. In January 2015, YouTube switched to using HTML5 video instead of Flash by default. In December 2015, Facebook switched from Flash to HTML5 for all video content.
Comparison of HTML5 and Flash
Because HTML5 is an open format, tools like those for Flash can be built for it, too. Applications like Hype and Adobe Edge are already on the market.