Video on the web : where it is and where it’s going
June 17th, 2010 by Bobby WhitmanIn an always-on, broadband-prevalent digital world shaped by the likes of YouTube, video on the web is commonplace. We interact with video in its various online varieties everyday. However, before the end-user can experience the video it must be sent to them in one of many digital formats using a specific delivery methods. How this happens is currently evolving in order to provide the best quality video to the most people with the least effort.
Whether the delivery method is live streaming, on-demand streaming, or canned progressive download, there has traditionally been a wide array of formats in which the video can be encoded, each with a different browser/OS/platform for which they were designed. For example, Windows Media Player works best in, you guessed it, Windows.
Flash Video Content
For a long time, web types had been looking for that single format that will readily play a quality video to all web users independent of browser or platform. Enter Macromedia (now Adobe) Flash and the Flash Video Format (FLV). The Flash plugin, love it or hate it, is running on 99% of internet browsing desktop computers. This incredible penetration effectively solves the accessibility problem as sites such as YouTube can serve up video in FLV format and be confident that nearly all internet users can easily view it. Today, Flash remains the best solution due to its high level of compatibility as well as its ability to handle high quality videos.
HTML5 Video
The HTML5 Specification, which defines the future of in-browser web technologies, introduces a native video tag that will allow for easy delivery of video content. Moving forward this is the way to go as it works towards every goal of web video usability. The quality of video with HTML5 video is unmatched as it uses newest video formats and the latest in compression technology. Implementation calls for the least effort — it is as simple as dropping in a simple HTML tag. No more building a player and figuring out how to embed it into a page. This aides web developers certainly, but also the web content editor as a Content Management System will be more capable of handling video. Finally, because it is a web standard rather than relying on a plugin, it will have support across platforms and devices. This means videos will be served on mobile devices such as cell phones and tablets that do not support certain plugins (read: iPhone and iPad).
The Future of Video
The future of video will use the HTML5 video spec exclusively, but it won’t happen overnight. The solution will be excellent for content providers, web developers and web consumers alike, but the journey there will not be easy. Many things must happen first.
1. Browsers need to evolve: the support for HTML5 is growing, the latest versions of Opera, Safari, Chrome, and Firefox all support some form or another of the <video> tag. The nightly builds of IE9 also provide support for HTML5 video. But, the compatibility needs to continue to increase.
2. Old browsers must be phased out. It doesn’t matter how advanced new browsers become if they don’t get widespread adoption. Flash has been such a boon to internet video because of its 99% market penetration. If people still use old browsers the compatibility issues will continue.
3. A single video format must prevail. We are almost seeing a small step backward in terms of video encoding. Presently, there are three common HTML5 video formats (OGG, MP4, and WebM), one of these must prevail (or at least gain support from all major browsers) if HTML5 video is to succeed.
Either way, it is exciting to think of a web where video is as simple to implement as a static image.
Examples and Resources
Several major players are already experimenting with HTML5 video. We’ve been playing around with HTML5 video a little bit ourselves, but presently there are many hoops to jump through to keep the video playing correctly in all browsers with HTML5. Here are some links to examples and resources if you’re interested.

