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. @Too Hot!: “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 do not like to visit sites that have interactive flash and animations. Those can die as well, as far as I’m concerned.

  2. I recently launched two websites with online video players. Both websites render video with a combination of html5 and flash, so that they will work in all OS X devices and old desktop browsers alike.

    The videos are encoded with h.264 in MP4 containers, which is compatible with both html5 and flash. Getting the videos to play in html5 was dead simple; the API is easy to learn, consistent with other web standards, practically common sense in many ways.

    The only hard part was getting the videos to also play with Flash; even though I have been using flash for years, it’s still an unnecessary proprietary wrapper that gets between the developer and the media content.

    I really look forward to Flash’s demise, so I can focus entirely on developing with html5.

  3. Thanks! I’ll check that out.

    Any chance Adobe will enable this within Dreamweaver anytime soon?


    I am way to entrenched into the Adobe ecosystem now. Not gonna abandon Photoshop, InDesign, Dreamweaver just to make a point.

  4. Matt
    “I do not like to visit sites that have interactive flash and animations. Those can die as well, as far as I’m concerned.”

    The same with bank and newspaper sites that allow only IE6 and higher browser. They are off my list.

  5. Softpress makes Freeway – it’s a very nice application – does anyone know if it can output HTML5?

    And, also does anyone know a FREE open-source web page design tool for HTML5?

    Steve is brilliant… iWeb do not support Falsh movies also – am I right? SWF and FLV are not allowed – hence the whole eco-system is very apparent long ago. Apple is clear and functioning well because Adobe just DOES NOT listen to it’s CUSTOMERS.

    ADOBE – CEO – is a huge liar!
    Apple is a customer – Adobe is not listening.

    PC/Mac Developers and USERs of the ADOBE products — the regular CUSTOMERS also – ARE not getting LISTENED to as the CEO of ADOBE says.

    ADOBE is doomed… not just FLASH.

    THx Adobe for all the new innovations in CS5 – they are tiny innovations – which also carry over more bugs and poor code. The talk of improving the WORKFLOW and easy of deployment is a dream of his… NO DEPLOYMENT is perfect.

    There is always need for tweaking and fixing after media from deployment has been completed from ALL ADOBE apps.

    thx to read

  6. http://www.softpress.com/products/companion/easy-web-animator/

    Softpress makes Freeway.

    They offer a new application called, “Easy Web Animator”. Nice looking tool.

    BUT HERE’s what they say about iPad/iPhone deployment…

    “Although Apple’s iPhone, iPod Touch and iPad devices don’t currently support Flash or FlashLite they do play QuickTime content quite happily. Simply export your animation from Easy Web Animator as a QuickTime movie, import it into your Freeway document and then use the QT Reference Movie action to automatically create and link to a version of the video that these mobile devices will play.

    FLASH is not YET – SUPPORTED… hahahaaha

    And maybe it will never – Steve Jobs doesn’t say Apple is never going to accept Flash…

    BUT HERE’s the lesson to ADOBE… although there are output options for FLASSH to render h.264 video already separately and in containers…. from FLASH.

    THE LESSON HERE is talk and communicate it – show the WORKFLOW for iPhone/iPad…

    Softpress does – so why not Adobe?

    SOFTPRESS makes a APPLE only product and offers this application Easy Web Animator to deploy to mobile devices… YET they do understand iPhone and Jobs position as to the Apple iPhone.

    GOOD going Softpress.

  7. Adobe’s response to this situation was another bad move in a long series of bad moves.

    An extraordinarily high percentage of Apple users will become evangelists for any almost cause Apple takes on. Conversely, most Flash users do not even know they are using it. You could not have a bigger mismatch in user loyalty.

    That being said: the Apple faithful, myself included, have been bombarding websites about their use of flash, and when executives learn their are cheaper, better-performing solutions, they do and will ditch Adobe Flash with hast. I

    Adobe should have gotten down on their knees and begged Steve to work with them. He might have responded. Now, Flash is doomed.

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