Not too long ago, Flash powered a high percentage of the Internet’s vast array of video content. Today, though there are still many Flash-powered multimedia items on the web, HTML5 has been gradually but steadily impeding on Flash. The shift away from Flash received a further boost with recent validation from the likes of Google and Mozilla.
With the goal of increasing browsing speed and reducing power consumption for users, Google’s Chrome desktop browser recently announced that the setting to pause plug-in content not considered essential to the webpage would become the default on its browser from early September.
This means that if publishers do not upgrade their format specification, some or all of their video content may no longer be available for people to view; this will certainly affect viewer loyalty and monetization efforts. For example, Flash video ads served in a desktop Chrome browser will load in a paused state; the user will then have to click the ad for it to play.
Tech experts believe that HTML5 is conducive to the direction media consumption is heading and will positively affect people’s digital-video viewing, creating a better overall Internet experience. It also takes less bandwidth than Flash to run, making it much more efficient for battery life on consumer’s devices.