Websites are becoming more and more video-heavy – whether it’s product demos, explainer videos, customer testimonials, or event streams. And that brings up a crucial technical question: how do you actually embed videos on your site?
In this article, you'll learn:
Let’s dive in 👇
When it comes to embedding video on your website, you’ve got a few options:
The tech behind your video matters more than you might think:
So your choice has big implications for things like:
MP4 is a so-called container format. It can include video, audio, subtitles, and metadata – and it plays on pretty much every device. On websites, it’s usually paired with the HTML5 <video> tag.
So basically... it’s just a video file.
Advantages:
Disadvantages:
“A single HD or 4K stream can require several megabits per second. If many users access the video at the same time, this multiplies quickly. Most web hosting plans aren’t built for that – they often promise 'unlimited traffic', but in reality there are technical or contractual limits, especially around continuous data transfer.” - Marco Keul, Hosttest.de
“HTTP Live Streaming (HLS) is an HTTP-based adaptive bitrate streaming communications protocol implemented by Apple Inc. It allows streaming of audio and video content over the internet.”
– Wikipedia: HTTP Live Streaming
HLS stands for HTTP Live Streaming – a streaming protocol developed by Apple. Instead of one big file, your video is split into small segments and multiple quality levels. The video player chooses the best version for each user in real time.
“Support for the protocol is widespread in media players, web browsers, mobile devices … it is the most popular streaming format.”
Better user experience
Thanks to segmentation and adaptive bitrate, videos start faster and run smoother – even on slow or unstable connections.
“HLS: Segmented video is played in sections. Therefore, the launch occurs almost without freezes.” - Movavi
Optimized quality on every device
Whether someone is watching on a 10-year-old phone or a high-end desktop, HLS delivers the right version for the situation.
Scalability without stress
Even if hundreds of people watch your video at once, HLS stays stable – only small segments are transferred instead of full files.
Compatibility across the web
HLS works over HTTP/HTTPS, plays well with firewalls, and is the native format on Apple devices – something DASH can’t say.
Yep... it’s definitely more effort. You’re not just uploading one file – you're building a full streaming setup.
Technical complexity
You’ll need tools to transcode, segment, and generate manifest files. And you’ll need a compatible player.
Infrastructure requirements
Uploading a single file isn’t enough. You need proper hosting that supports segment delivery and streaming protocols.
Even if MP4 looks easier at first glance, HLS is almost always the smarter solution – especially for modern websites.
HLS streams your video in segments. That means faster start times, less buffering, and smoother playback – especially on mobile or under weak network conditions.
HLS only delivers what the user actually watches – not the entire file. That saves bandwidth on both your server and the user side. This is only true at a certain point of video views. Small websites typically use webspace with included traffic. This leads to point 3 ...
If for example your newsletter or launch drives traffic to a video, MP4 downloads can bring servers to their knees. HLS works with CDNs and caching to handle the load.
“Standard web hosting plans are usually designed for websites with text and images – small files and low data usage. Uploading large video files can quickly become a problem: performance drops, load times increase, or technical limitations kick in, like bandwidth throttling or missing support for adaptive formats like HLS.” - Marco Keul - Hosttest.de
More and more browsers and platforms expect adaptive formats. MP4 alone starts to feel outdated. HLS is the market standard – and here to stay.
So if you're embedding more than just one video or want professional delivery, HLS is the way to go.
Yes, it sounds technical – and it is. But here’s a simplified, practical overview of what’s involved in getting HLS up and running:
1. Prepare your source video
Start with the best-quality version of your file – ideally MP4, ProRes, or MOV.
2. Choose a transcoding tool
The most popular open-source tool is ffmpeg. It can convert videos to multiple bitrates and segment them at the same time.
3. Create bitrate variants
Set up multiple resolutions like 360p, 720p, and 1080p – or more, depending on your audience.
4. Segment the video and create a manifest
Your tool will generate many small .ts (or fMP4) files and one .m3u8 playlist – this is what your player uses to stream.
5. Set up hosting
You’ll need a web server or CDN that delivers these files properly – with CORS headers, correct MIME types, and HTTPS support.
In short: yep, it's a lot.
No surprise professional video hosts exist for exactly this kind of job.
But the effort is worth it – especially if your site includes multiple videos and you care about performance, scalability, and quality.
We built Ignite to make HLS streaming easy – with no technical overhead on your side.
You upload your video – we take care of everything:
And yes, we care about the details. Our transcoding pipeline is fine-tuned for performance and compatibility. No hidden limits, no weird setup – just simple, modern video hosting done right.
MP4 looks simple – but it’s technically limited. HLS is smarter, faster, and built for the future of the web.
Yes, it’s more complex – but with the right setup (or partner), you get all the benefits without the hassle.
To empower brands to realize the full potential of their video content, we made video hosting & streaming cookie- and consent-free. GDPR-compliant, hosted in Europe & easy to integrate. Made for Europe.
MP4 seems simpler at first glance: upload a file, embed it with HTML, done. But that simplicity can quickly turn into trouble – especially when your visitors are on slow connections, when your traffic spikes, or when you’re dealing with large files.
HLS is the more modern choice. It automatically adjusts to the user’s connection, starts faster, and scales reliably under load. If you’re embedding more than one video or care about quality and performance, HLS is almost always the better option.
With Ignite, you don’t have to worry about any of the complexity – we handle the full HLS setup in the background.
HLS stands for HTTP Live Streaming. Unlike MP4, it doesn’t deliver one big file. Instead, your video is split into smaller segments and offered in multiple quality levels. The player picks the best version in real time based on the viewer’s internet connection.
That means faster starts, smoother playback, and better quality – on every device.
Because it’s made for the web. MP4 files have to be downloaded in full, only offer one resolution, and can put a serious strain on your server when traffic increases.
HLS, on the other hand, only streams what’s needed in the moment. It adapts to each viewer, reduces loading time, and keeps your infrastructure stable – even under pressure. If user experience matters, HLS is the smarter choice.
Technically yes – but it’s a complex process. You’ll need tools like ffmpeg
to transcode your videos into multiple bitrates, segment them, and generate playlist files. Then you’ll need proper hosting that supports streaming, with the right headers and HTTPS delivery.
That’s why many teams use a platform like Ignite. You upload your video, and we deliver an optimized, production-ready HLS stream – no setup required.
MP4 is a container format – simple, widely supported, and compatible with all major browsers. For basic use cases, it gets the job done. But it doesn’t scale well, and it lacks adaptive quality or real streaming functionality.
In many modern setups, MP4 is just the source file. It’s where you start – but not what you deliver. For performance, responsiveness, and scalability, HLS is the better foundation.