A key feature for the distribution of audio and video online has been the viral embedding of players. It is extremely common for flash players to provide embed codes for users to copy and place into their site of choice – blog, website, myspace, etc. To enable this, websites – generally speaking – allow for users to paste embed codes and they will render them correctly. However, sites often limit this just to flash embeds and not javascript for safety precautions.

The swf for flash contains all of the necessary components for the video: monetization, analytics, control bars, adaptive playback, social features and more. These are key components to enable successful publishing. At Castfire, we support dozens of ad servers, different analytics providers, player options and more. They are considered basic requirements for an online video platform (OVP).

HTML5 essentially provides 2 new elements – <audio> and <video> – to allow the playback of the media rather than implementing flash for the playback. To add functionality (styled control bars, advertising, analytics, etc), javascript and css are key. There are some incredible examples of HTML5, javascript and css appearing that rival – from a user perspective – flash, such as the SublimeVideo from Jilion, Vimeo, or Kaltura. However, the big break down comes from viral sharing – it would be impossible to implement them across sites that do not allow for the user to post javascript and css.

Destination sites are migrating to HTML5 implementations in preparation for the iPad. However, the industry as a whole will have to coordinate the ability for users to share HTML5 audio and video across publishing platforms. This is extremely important functionality to enable prior to large scale launches of HTML5 audio and video.