“But iPhone doesn’t play Flash based videos”, has been a statement I’ve heard for quite some time now when friends and family ask for advice choosing a new smartphone. What I advise them is always based on the individual and their needs. Sometimes I will steer them towards iOS, other times Android. The thing I always tell them is, don’t eliminate iOS simply because it lacks Flash support, as most web content is encoded to play on Apple Devices.
According to Encoding.com, a company that encodes approximately a million videos a month from all sorts of media conglomerates like MTV and PBS, nearly 78 percent of it’s customers encode their mobile video content to play on iOS devices. Only four percent specifically select Android encoding, while the last 18 percent being gobbled up by the 3GP format.
This is not to say that 78 percent of the video only works on iOS and not other platforms, what Encoding.com states is their customers specifically select iOS encoding, but don’t select Android. Videos will still play on the Android platform, but if a content provider specifically selects Android it will be optimized for that operating system. This is not a huge surprise as iOS is still default, but Encoding CEO Jeff Malkin predicts Android numbers will increase as it continues to gain market share.
The 1400 clients that Encoding.com is working for are pretty representative of the industry as a whole, ranging from individual websites, public relations and advertising firms to retailers and broadcast networks. Content providers like to see huge gains before they encode specifically for a device or platform, and as of right now, iOS is on top, but as noted Android is making quick gains.
An interesting side note, encoding on the web as whole, H.264 format is continually growing, while Windows Media has slipped to 1.2 percent of total encodes and is on the verge of extinction.
Based on these trends content providers are making a huge effort to optimize content for mobile devices, which should make the tech savvy readers of TechnoBuffalo extremely happy as more content will be optimized for your mobile lifestyle.