In mid-2016, Google Chrome began its process of transitioning from Flash to HTML5 and throughout 2017 the switch has accelerated each month.
As a result, all websites running video need to use an HTML5 video player and advertisers must use HTML5 compliant tags or users will not see content without manually enabling flash in Chrome. Google expects to deprecate Flash completely in 2017.
Across the whole Internet, the Chrome browser has a 60% market share but research will tell you that audiences utilise different browsers based on their needs or wants. That said, this high percentage cannot be ignored and with some online companies seeing a higher use of Chrome by their users, they also need to be acutely aware of how the switch to HTML5 can affect things like pre-roll ad markets for publishers, for example, who may rely on monetising through their video inventory.
Despite repeated warnings by Google of the imminent deprecation of Flash in Chrome, the industry has been slow to respond and is now feeling the pressure to switch as the amount of available flash inventory is rapidly decreasing. This transition is happening now and over the next few months. Flash video inventory will simply disappear within Chrome.
As ever is the case, the transition to HTML5 video cannot be achieved by a single party. The connected nature of the video advertising ecosystem means all parties need to push for faster support of HTML5 as failure to do so will result in a loss of inventory for advertisers and decreasing revenues for publishers.