H.264 has already won, makes up 66% of online videos, and Adobe Flash encoding plummets

invisibleSHIELD case for iPad“Earlier this week, Steve Jobs kicked the debate about the need for Flash into high gear, especially for Web video,” Erick Schonfeld reports for TechCrunch.

“So how much video exactly is available in H.264? I asked Encoding.com, which has encoded 5 million videos over the past year for a variety of Websites and customers,” Schonfeld reports. “In the past four quarters, the H.264 format went from 31 percent of all videos to 66 percent, and is now the largest format by far. Meanwhile, Flash is represented by Flash VP6 and FLV, which combined represent only 26 percent of all videos. That is down from a combined total of 69 percent four quarters ago. So the native Flash codecs and H.264 have completely flipped in terms of market share.”

Schonfeld reports, “Another data point that Steve Jobs mentions: All YouTube videos are available in H.264, which alone represents 40 percent of all videos on the Web. So these numbers from Encoding don’t seem so crazy.”

Read more in the full article here.

MacDailyNews Note: Note to advertisers: (including those who advertise via third-party ad networks and become, in effect, our advertisers): Your Flash-based ads are no longer reaching the most well-heeled customers online: 50+ million iPhone owners. They’re also not hitting brand new iPad users or 35+ million iPod touch users. If you care about reaching people with discretionary income, you might want to consider dumping your flash-based ads and moving to a more open format that people with money and the will to spend it can actually see.

Help kill Adobe’s Flash:
• Ask MarketWatch to offer HTML5 video via the customer support web form here.
• Ask CNBC to offer HTML5 video via the customer support web form here.
• Contact Hulu and ask them to offer HTML5 video via email:
• Ask ESPN360 to offer HTML5 video instead Flash via their feedback page here.
• Join YouTube’s HTML5 beta here.
• On Vimeo, click the “Switch to HTML5 player” link below any video.

By the way, do not buy Adobe’s Photoshop Elements until you have tried Pixelmator’s free 30-day trial. We use Pixelmator daily.

Try Pixelmator's free 30-day trial today!

[Thanks to MacDailyNews Readers “Too Hot!” and “JJ Nash” for the heads up.]


  1. Now, that is what I call influence. Adobe is losing relevance. If they don’t implement tools for HTML5 and Javascript creation fast, someone is going to eat there lunch.

    The problem with Adobe is the same problem that Microsoft has, and so many other corporations. The sales guys are in charge!!

  2. Sounds good. Not superduper clear as it sounds like they are currently encoding 66% of videos into H.264, not that 66% of the video market is H.264. So, the actual share, is lower, but growing fast. In other words, people need to encode in H.264 if they want to reach the whole internet.

  3. There are hundreds of thousands of Hundreds of thousands of Flash based slide shows out there and a tonne more made every day. Give me a comperable alternative and I’ll be on board.
    Flicker, Zenfolio…

  4. BTW, Flash is used for more than just video. So these figures do not include animation, interactive flash-based web sites, etc. Just video.
    I’m not a web site designed, but could people with that expertise comment on whether the alternatives to flash for non-video functions become more appealing when you no longer have to worry about video?

  5. May 02, 10 – 01:18 pmComment from: theloniousMac
    “@Snapper… Slideshows can be made in HTML 1′ let alone 5.”

    Snapper said “comperable”. I think he wants to see proof of the richer interactivity the HTML5 has to offer, especially where Flicker type shows are concerned. I know iPhone uses HTML5 heavily to amazing result, but anyone have a good web example?

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