It's not the first time Adobe has advised folks to use something other than Flash: Back in 2015, the company said it would be encouraging content creators to "build with new web standards" like HTML5, instead of Flash.
RIP, Adobe Flash. Should have died earlier, to be fair.
The reason that Adobe gives for ending Flash support is that web technology has matured and support numerous capabilities and functionalities that plugins introduced to the browsing world. The company has announced plans to stop updating and distributing the Flash Player by the end of 2020. From 2017 through 2018, people will need to give permission to the Edge browser to run Flash when they visit a website that use the tech. Adobe cited the advent of these standards as having matured enough to provide capabilities pioneered by Flash. Microsoft will do similar with Microsoft Edge and Internet Explorer, again disabling by default by 2019. Google has also published a blog post, explaining that Flash support will be completely removed in the Chrome browser at that time.
Those efforts will culminate with Adobe ending Flash support and distribution by the end of 2020. In some regions where older, insecure versions of Flash are heavily distributed, however, Adobe plans to ramp up EOL efforts "more aggressively" as part of the effort.
That being said, the Adobe Flash Player will still function on major operating systems and browsers that now support Flash content until the Flash Player will finally "die", at the end of 2020. While many uses of Flash were low-value-advertising, splash screens, and other such annoyances-there's a vast number of games and other interactive content that will be inaccessible after the end of 2020.
2018 - Microsoft Edge requires users to enable Flash for each session individually.
These open web technologies became the default experience for Chrome late past year when sites started needing to ask your permission to run Flash.
Flash Player can run from a web browser as a browser plug-in or on supported mobile devices. When retiring an application, it is important to manage expectations by establishing and communicating an end-of-life support policy that governs retirement and sets a clear end-of-support date-in this case no later than the end of 2020.