Following in Apple’s footsteps on the iOS platform, Google’s Chrome browser will no longer display Flash content by the end of 2016.

Flash is a multimedia platform developed by Adobe and was first released in 1996. Over the last 20 years it has been a popular media platform used for videos, animations and games.

In more recent years, alternative solutions such as HTML5, CSS and JavaScript arose, which sparked concerns over Flash’s demand on system resources, performance on mobile devices and overall security. These concerns led Apple to pioneer ditching the platform. In 2010, Steve Jobs cited, “The mobile era is about low-power devices, touch interfaces and open web standards – all areas where Flash falls short.”

This move by Google should be a wakeup call for websites still using Flash to display media. Not only will this content be wasted on Google Chrome, (that’s 70 percent of all Internet users), page image and the brand messaging displayed may not look aesthetically correct to users, potentially leading them elsewhere.

The plan for the near future is that, by default, Flash media will not be displayed and Chrome users will be blocked from downloading it from Adobe’s own download page. Chrome will still have the Flash plug-in, so users can enable Flash to appear via Chrome’s settings or if prompted when Flash media is detected.

There will be 10 websites that are the exception to the rule because they have Flash enabled by default. A few of these websites are YouTube, Facebook, Twitch and Amazon, as well as six others, although it isn’t expected to last long. The move to completely remove Flash from desktops and mobiles devices has already started.