Companies in all sectors are using HTML5 to offer cross-platform, multi-screen experiences to digital audiences.
Many heavy-weight publishers have rebuilt their websites using HTML5. Hearst was an early adopter. By mid-2012, they transitioned the sites to for their magazine catalogue to HTML5, including Harper's Bazaar, Cosmopolitan, Esquire, Elle, and O, The Oprah Magazine. At the same time, they launched an ad exchange to allow advertisers to scale mobile ads across these sites.
Many other publishers have moved their sites over to HTML5, including most recently The New York Times, whose site launched in January 2014 is built with HTML5. Before their redesign was complete, the NY Times won a Pulitzer Prize for their HTML5-powered multimedia tale "Snow Fall." The iPad apps for The Wall Street Journal and Popular Mechanics (a Hearst Publication) use HTML5 ads exclusively for their advertisers.
HTML5 is now the dominant underlying technology for online video. YouTube has had their HTML5 video player as standard where supported for quite some time. Vimeo followed suit recently and debuted their HTML5 video player on January 7th this year, replacing the Flash-powered player as the default as well.
On the broadcaster side, in September 2013, Viacom, whose brands include MTV, Nickelodeon and Comedy Central, began offering native app video experiences across devices using Brightcove Video Cloud, an HTML5 technology for delivering video on every screen.
HTML5 is also being embraced to deliver experiences in music. For providers like Pandora, multi-screen means not only small screens but very large ones as well, which is why they built a TV/Console-friendly site using HTML5 which launched in June 2013.
Even presentation juggernaut Slideshare has redesigned their entire site with HTML5 to provide a better experience across screens.
Entertainment brands have used HTML5 as a platform for best-of-breed interactive storytelling in projects such as Disney’s TRON: Legacy Digital Book and The Hobbit: Desolation of Smaug - A Journey Through Middle Earth. HBO uses HTML5 to power the video streaming service HBO Go, and for content marketing through games such as the True Blood social game, True Survival.
In fact, HTML5 is the underlying tech behind cross-platform mobile/social games for big entertainment brands, such as Nickelodeon and Progressive Insurance. Major gaming companies like Electronic Arts and Zynga have been using HTML5 as a platform for multi-screen social games for years.
In tech, Salesforce made waves in the HTML5 world last fall, with the debut of Salesforce1, a mobile-friendly, HTML5 version of the popular CRM. Salesforce1 already has countless HTML5 apps available to bring formerly desktop-only functionality to mobile users from notable B2B brands such as Evernote, Concur and Box.
Amazon opened up to HTML5 last year as well, allowing developers to submit HTML5 web apps to the Amazon Marketplace for Kindle Fire.
The W3C has a plan to recommend that HTML5 become the web standard in 2014.