Hulu rolled out a number of updates to its video player today, including making it bigger, adding adaptive bitrate streaming, improving content recommendations and enabling users to receive more personalized ads. But there’s one thing that Hulu won’t be adding any time soon: support for HTML5.

In a post on the Hulu blog this morning, the company’s VP of product, Eugene Wei, writes that HTML5 video isn’t ready to serve the needs of all its “key customers,” which includes not just the millions of viewers who turn to the video site for on-demand content, but also its content partners and advertisers. In particular, Wei says that HTML5 lacks maturity in reporting, advertising and content security.

via Hulu: HTML5 Isn’t Ready for Prime Time.