VP9 or VP8
VP9 is the one to use in almost every case: at equal quality it produces substantially smaller files than VP8 or H.264, and every current browser decodes it. VP8 is older, encodes faster and is supported by a slightly wider range of very old software, which is essentially its only remaining argument. The trade-off with VP9 is encoding time — it is a heavier codec, and a long high-resolution clip takes real minutes on a laptop. That is a one-off cost paid against every future download.