Best Video Format for Web: Formats and Embedding Guidelines

The immersive nature of video elements—particularly when used as a homepage loop or product demo—can make your site feel dynamic and professional. Still, the file format you choose can make or break the experience. Some take forever to load, others won’t play on certain browsers, and sometimes, a video looks fine on mobile but pixelates on desktop.

Picking a video format starts with knowing what you need. Is it crystal-clear resolution? Fast load times? Something lightweight that won’t tank your mobile experience? The right choice depends on what you’re optimizing for—and what your customers expect when they hit Play. Obviously, the best video file formats combine a lot of positives, but each still has its own distinct strengths and weaknesses.

So here are the best video formats for web experiences. Whether you’re trying to keep visitors on your site or help customers better understand your products, these common video file formats are important to know.

Why are video formats important?

Video can pull a lot of weight on your site, as long as it actually loads. The wrong format can slow down your homepage, confuse mobile users, or fail to play in certain browsers altogether. This can mean missed sales, lost brand trust, and higher bounce rates.

Each video file format handles things a little differently. Some compress nicely into a small file size for fast loading, while others preserve resolution at the cost of speed. A format that works beautifully on desktop might choke on mobile. Some play smoothly across all modern browsers; others rely on extra software behind the scenes. 

Choosing the right format isn’t just about looks—it affects performance, accessibility, and search engine optimization (SEO). Lighter files mean faster load times, better user experiences, and more customer engagement across devices.

Video format types

• MP4 (H.264)
• WEBM
• MOV
• MKV
• AV1
• WMV

If you’re looking to display audio and video content on your site, knowing your way around common video file extensions is essential. Here are six popular video file types, as well as their pros and cons:

MP4 (H.264)

MP4s are the go-to high-quality video format for most organizations—and for good reason. MP4 runs smoothly on almost any browser or device. It keeps your video looking sharp without ballooning the file size. Whether you’re uploading to your store, posting on social media, or dropping a clip into an email, MP4 usually gets the job done for just about any form of online video streaming.

• Pros: Plays everywhere, looks good, easy to reuse across various platforms without having to reformat.

• Cons: Bigger than some newer formats, like WebM or HEVCM.

• Best for: Product highlights, homepage banners, email videos, and anything you want customers to see fast.

WebM

WebM is fast. The format’s smaller file sizes give it faster load times and use less bandwidth. It’s small, clean, and loads without dragging your site down. Most modern browsers can handle it, though older versions of Safari—and anything still clinging to Internet Explorer—can’t play this newer video format. Mobile support is decent, but iOS can be hit or miss. It’s not as sharp as some other formats, but for background video or quick loops, it works.

• Pros: Loads fast, small file size, works on newer phones.

• Cons: Older browsers might struggle; not great for detailed clips.

• Best for: Background video, homepage motion, mobile-first design.

MOV

MOV files are big and clean, meaning they’re high quality but take up a lot of storage. Apple developed them (as part of QuickTime) to give creators a high-quality format for multimedia work, and they show up a lot in professional video editing setups. High-quality, professional videos rely on MOV files because they contain less-compressed video. Some are even completely lossless, meaning they aren’t compressed at all. This means bigger file sizes, but clearer resolution. 

• Pros: Crisp video and audio; works well in editing software.

• Cons: Takes up a lot of space; doesn’t always play outside Apple devices.

• Best for: High-quality footage you’ll edit and convert later.

MKV

MKV is a do-it-all format. It can store video alongside audio in multiple languages and even subtitles in a single file. This is helpful if you’re offering downloads or need to support different languages. But good for the web? Not so much—most browsers don’t support it without third-party plugins or custom players.

• Pros: Great for multilingual content or extras like subtitles.

• Cons: Doesn’t load in most browsers; not made for storefronts.

• Best for: Downloadable videos or in-app playback.

AV1

AV1 is a newer format (it was introduced in 2018) built to shrink file sizes without tanking your video quality. It’s efficient, clean, and free to use. It loads fast on Chrome, Firefox, and Android devices, but if your audience leans toward Apple devices (you can see this in your web analytics), you’ll want to pair it with a more compatible fallback, like MP4.

• Pros: Sharp video with smaller files, modern compression.

• Cons: Doesn’t work reliably on Safari or older iPhones.

• Best for: Fast-loading pages aimed at Android or Chrome users.

WMV

WMV files were made for Windows Media Player back in the day, and they still pop up in older workflows. The files are tiny, which used to be a big deal, but now they’re more of a hassle because most modern browsers and mobile devices won’t touch them without extra tools.

• Pros: Small file size; plays on older Windows setups.

• Cons: Doesn’t work well on modern platforms; lower quality with fewer features.

• Best for: Archival use or migrating from old systems—not ideal for today’s storefronts.

What is the best video format for web?

For most businesses, it’s MP4. It loads fast, looks clean, and plays on just about anything. You’ll find it on product pages, email embeds, and anywhere else you need video that won’t slow the site down. Shopify supports it natively, as does every major browser. It’s not perfect, but MP4 hits the sweet spot between good quality and low hassle. Unless you’ve got a specific use case—like editing raw footage or targeting only Android users—this is the one to use.