Nico2 video ( a japanese youtube equivalent website)
just released new 3d viewer feature powered by unity,
it allows its user to upload their 3d asset with custom animation and lighting.
http://3dnchu.com/archives/niconi-solid-start/
but not sure if you can view it without account ..
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however this allow much more feature like customized lighting and animation and UI.
I believe sketchfab planning to add animation feature next year ( or this year maybe) not sure if it already implemented or not.
Wow, finally!