The best video formats for the web: choosing, encoding, and delivering videos that load fast and look great

Table of Contents

1. Key Highlights
2. Introduction
3. How formats, codecs, and containers differ — and why that matters
4. Quick compatibility map and what to choose first
5. How video formats affect site performance, conversion, and UX
6. Deep dive: how to pick the right format for specific use cases
7. Encoding settings that actually make a difference
8. Delivery strategies: CDN, adaptive streaming, and HTML best practices
9. Accessibility, captions, and SEO: more than technical compliance
10. Testing and analytics: how to validate format choices
11. Hosting options: self-hosting, video platforms, or headless delivery
12. Workflow from raw footage to web-optimized delivery
13. Future-proofing: AV1, HEVC, and what to watch for
14. Troubleshooting common format and playback issues
15. Practical checklists before you publish a video
16. Business considerations: bandwidth, cost, and legal
17. Real-world case studies and examples
18. Common myths and clarifications
19. Implementation example: minimal HTML snippet with fallbacks and captions
20. Final tactical recommendations

Key Highlights

• MP4 (H.264) remains the most compatible format for web use; pair newer formats like WebM or AV1 with MP4 fallbacks for performance gains without sacrificing reach.
• Optimize delivery with multiple bitrates/resolutions, a poster image, proper encoding settings, and a CDN or adaptive streaming (HLS/DASH) for longer content.
• Accessibility, SEO, and real-world testing matter: captions, transcripts, descriptive filenames, and structured data improve discoverability and user experience.

Introduction

Video is one of the most persuasive assets a website can host. A short demo clarifies features; a looping hero clip adds motion and perceived polish; user-generated footage builds trust. But the technical choices behind those clips determine whether visitors stay to watch or hit Back. Browsers, devices, and network conditions react differently to codecs, containers, and encoding settings. One format may stream flawlessly on Chrome and Android yet stutter on older iPhones. Another may deliver smaller files but leave visuals soft on large desktop screens.

Choosing a format is not just a creative decision. It’s an engineering trade-off between compatibility, visual fidelity, bandwidth, and control. The most pragmatic approach combines a reliable baseline format with one or two modern alternatives, sensible encoding choices, and delivery practices that prioritize fast load times and accessibility. The recommendations below draw on real-world patterns from ecommerce storefronts, product demo pages, and editorial sites to show exactly how to pick and implement video formats for the web.

How formats, codecs, and containers differ — and why that matters

“Format” gets used casually, but technically it's worth separating three concepts: container, codec, and file extension. The container (MP4, MOV, MKV) wraps the audio, video, and metadata. The codec (H.264, VP9, AV1, HEVC) defines how video frames are compressed. File extensions (.mp4, .webm, .mov) usually reflect the container and imply a codec.

Compatibility hinges on both the container and codec. A .mp4 file may contain H.264 or HEVC (H.265) video. Browsers and devices support some codec-container pairs and not others. This interplay explains the common pattern: use MP4 with H.264 as the universal fallback, and offer WebM (VP9) or AV1 for modern browsers to save bandwidth.

Why this distinction matters for practical workflows:

• Editors export high-fidelity MOVs for postproduction because MOV can contain lossless or lightly compressed footage. MOV files are not ideal for direct delivery to browsers.
• H.264 encoded into an MP4 provides the widest support while keeping file size modest.
• WebM (container) with VP9 or AV1 codecs can shrink file size further at similar quality, but not all browsers or devices decode those codecs natively.
• Newer codecs like AV1 offer the best compression today but come with trade-offs: longer encode times and inconsistent browser/hardware support on older devices.

Real-world implication: a store might host MP4s for universal access, add WebM sources for faster loading on Chrome/Firefox, and create AV1 variants for audiences that use up-to-date Android/Chromium browsers. Serve formats in descending compatibility order so the browser picks the first it supports.

Quick compatibility map and what to choose first

• MP4 (H.264): Supported almost everywhere. Use as baseline fallback for any web video.
• WebM (VP9): Great for Chrome and Firefox; smaller files than H.264 at similar quality. iOS Safari historically lacked support, though recent updates are improving compatibility.
• AV1: Best compression among common free codecs; adoption accelerating in Chrome/Firefox and Android. Safari and some iOS devices still lag.
• MOV: High-quality container used primarily in editing workflows; not meant for delivery.
• MKV: Flexible container with advanced features; poor browser support for direct playback.
• WMV: Legacy Windows format; avoid for modern web delivery.

Choose MP4 for universality. Add WebM or AV1 as optional modern sources to reduce bandwidth and boost load times for capable browsers.

How video formats affect site performance, conversion, and UX

A heavy, unoptimized video can block a page’s largest contentful paint and inflate bounce rates. Conversely, a well-encoded, properly delivered clip can increase time on page, improve product understanding, and lift conversions.

Performance considerations tied to format and encoding:

• File size: Smaller size reduces load time and bandwidth costs. Modern codecs (AV1, VP9) offer better compression than H.264, producing smaller files at the same subjective quality.
• Bitrate and resolution: Higher resolutions need higher bitrates. Serving a 4K video at desktop-targeted bitrates to mobile users wastes bandwidth and slows load times. Supply multiple resolutions or use adaptive streaming.
• Decoding complexity: New codecs may require more CPU/GPU power to decode. Older mobile devices can struggle with VP9/AV1 playback, causing stuttering.
• Autoplay policies: Browsers often restrict autoplay with sound. Most browsers allow muted autoplay, which makes silent hero loops practical but requires a poster for the initial frame.

Real-world example: an ecommerce brand used a 12 MB MP4 hero video on desktop without lazy-loading or a poster image. After replacing it with a 3–4 MB WebM variant for modern browsers and deferring load on mobile, the brand saw a measurable improvement in page load times and lower bounce from mobile visitors. The visual quality remained acceptable because the clip was a low-detail motion loop.

Performance is downstream of format: choose formats that support your delivery plan, but pair them with encoding and loading strategies that prevent the video from becoming the page's performance bottleneck.

Deep dive: how to pick the right format for specific use cases

Choose formats not in isolation but according to how the video will be used.

Hero/background loop

• Requirements: Autoplay muted, seamless loop, low file size, solid visual at large screen widths.
• Best approach: Short, compressed WebM for modern browsers; MP4 (H.264) fallback for compatibility. Use a static poster and defer loading on mobile if the visual isn’t essential.
• Encoding tip: Keep the clip short (3–8 seconds), loop-friendly frames, and use lower bitrate since background motion often tolerates compression artifacts.

Product demo / explainer on product page

• Requirements: Clarity, synchronized audio, mobile friendliness, cross-browser playback.
• Best approach: MP4 (H.264) encoded at a bitrate that preserves detail for product surfaces. Offer WebVTT captions and transcripts for accessibility. Consider adaptive delivery (HLS/DASH) if the video exceeds a few minutes.
• Encoding tip: Preserve sharpness for fine details (e.g., fabric texture, labels) by prioritizing higher bitrate at the native resolution.

Marketing videos and social embeds

• Requirements: Upload-friendly, widely supported on social platforms.
• Best approach: MP4 (H.264) due to universal platform support. For native websites, include both MP4 and WebM to reduce load for supported browsers.
• Encoding tip: Use platform-recommended codecs/bitrate. For Instagram, square or vertical formats and shorter durations are preferable.

Downloadable products and multilingual content

• Requirements: Multiple audio tracks, subtitles, extras.
• Best approach: MKV for complex packaging if downloads are a primary method. For web-based playback, provide MP4 with separate subtitle files or WebVTT tracks.
• Encoding tip: Embed subtitles as separate WebVTT files for web playback rather than burning them into the video.

Archival or editing masters

• Requirements: Lossless or minimal compression.
• Best approach: MOV or uncompressed formats with high bitrates. Keep these files offline or in secure storage; transcode to web-optimized formats for public delivery.

Long-form streaming (lectures, webinars)

• Requirements: Bufferless playback across variable networks, multiple bitrates.
• Best approach: Adaptive streaming with HLS (broad iOS support) and DASH (wider web support), packaged with segmented MP4 and multiple bitrate renditions.
• Encoding tip: Encode multiple bitrate ladders and generate a master manifest to allow client-side ABR switching.

Encoding settings that actually make a difference

Beyond choosing a format, encoding choices determine how the final file behaves.

Codec choices: H.264 vs HEVC (H.265) vs VP9 vs AV1

• H.264 (AVC): The workhorse. Fast hardware support for decoding on nearly every device. Efficient enough for most web needs.
• H.265 (HEVC): More efficient than H.264 but faces licensing constraints and uneven browser support. Great for OTT platforms where device support is controlled.
• VP9: Open-source alternative to HEVC with better compression than H.264. Excellent in Chrome/Firefox; limited in Safari historically.
• AV1: Best compression among the bunch with royalty-free licensing. Encoding times are longer; hardware decoding support is still rolling out.

Bitrate and CRF (Constant Rate Factor)

• Target bitrates depend on resolution. Rough guidelines:
  • 480p (SD): 1,000–2,000 kbps for decent quality.
  • 720p (HD): 2,500–4,500 kbps.
  • 1080p (Full HD): 5,000–8,000 kbps.
  • 4K (2160p): 15,000–30,000 kbps or more.
• When using CRF (constant quality) encoding (common with x264/x265), lower CRF values produce higher quality and larger files. For H.264, CRF 18–23 is a typical target; CRF 18 yields visually “near-lossless” for most content, while CRF 23 reduces file size further with acceptable quality trade-offs.
• For VP9/AV1, encoder settings differ, but the workflow is similar: aim for the quality level that matches your bitrate goals and audience device capabilities.

Frame rate and resolution

• Keep source frame rate; converting 60 fps to 30 fps reduces file size at the cost of temporal smoothness. For product demos, 30 fps is often sufficient.
• Match resolution to context. Don't serve 1080p to users on small screens if 720p preserves the experience and reduces bandwidth.

Keyframe intervals and GOP

• Keyframes (I-frames) speed up seeking and allow better segmenting for streaming. A 2-second GOP (group of pictures) is common for web video.

Color profile and chroma subsampling

• For color-critical content (e.g., fashion or art), use higher chroma sampling (4:2:0 is standard for H.264; professional workflows might use 4:2:2 for editing). Most web players and browsers expect 4:2:0.

Encoding tools and presets

• HandBrake: great for straightforward transcodes; offers CRF and bitrate control.
• Adobe Media Encoder: integrates into creative workflows with presets and custom encoding.
• FFmpeg: the workhorse for programmatic, repeatable workflows (scripts to produce multiple renditions).
• CloudConvert and other cloud services: useful for teams without local encoding resources.

Example FFmpeg command for H.264 MP4 (1080p): ffmpeg -i input.mov -c:v libx264 -preset slow -crf 20 -c:a aac -b:a 128k -movflags +faststart output.mp4

Notes:

• -preset slow gives better compression (smaller file for same quality) at cost of encode time.
• +faststart moves the moov atom to the beginning of the file so playback can start before the entire file downloads—a must for web delivery.

Delivery strategies: CDN, adaptive streaming, and HTML best practices

How you serve video often matters more than the specific file format.

Use a CDN

• Content delivery networks reduce latency and improve throughput for global audiences. They also reduce origin server load and can cache multiple bitrate renditions.
• Major cloud providers and video platforms provide CDN-backed delivery with additional video-specific features like token-based authentication.

Adaptive streaming for longer videos

• HLS (HTTP Live Streaming) is natively supported on iOS and increasingly supported across browsers. DASH is a counterpart for other browsers. Both break video into short segments and provide a manifest that enables bitrate switching depending on network conditions.
• For short product clips, adaptive streaming is overkill; for long-form content and lecture-style videos, it’s essential to avoid rebuffering on slow networks.

HTML

• Provide multiple elements in descending compatibility order so the browser picks the first supported format:

- Use playsinline on mobile to prevent iOS from forcing full-screen. - Use muted and autoplay together to comply with browser autoplay policies when autoplay is desired. - Offer controls and a clear play button for accessibility; always avoid autoplay with sound.

Preload and lazy load

• The preload attribute has three options: auto, metadata, none. For hero videos integral to above-the-fold content, preload="auto" can be appropriate but weigh the performance cost. For non-essential videos, use preload="none" and lazy-load via JavaScript when the user scrolls near the video.
• Consider IntersectionObserver to start loading when the element enters the viewport.

Poster images and thumbnails

• Provide a compressed poster image to display before playback. A good poster helps perceived performance: users see a preview while the video buffers.
• Use an appropriately sized poster for different breakpoints (serve higher-res posters to desktop, lower-res to mobile).

HTTP/2, range requests, and partial content

• Range requests let the player fetch parts of a file, enabling faster starts for large files. Ensure your server and CDN support range requests and HTTP/2 for improved performance.

Real-world example: a subscription-based learning platform used HLS with multiple renditions and an edge CDN. Students across varied network speeds experienced reduced rebuffering because the player switched to lower bitrate renditions automatically. The platform also improved completion rates for longer lectures.

Accessibility, captions, and SEO: more than technical compliance

Accessibility and discoverability matter for both users and search engines.

Captions and transcripts

• Provide captions (WebVTT files) and transcripts. Captions support users who are deaf or hard of hearing and help viewers in noisy environments or low-bandwidth situations.
• WebVTT is the most compatible format for browser captions and integrates with the HTML element.
• Transcripts improve SEO: search engines can index the spoken content, and transcripts help users who prefer reading or need text for later reference.

Structured data and video sitemaps

• Use schema.org/VideoObject to describe videos to search engines. Include fields like name, description, thumbnailUrl, uploadDate, and contentUrl.
• Video sitemaps give search engines direct pointers to videos; include the player location, thumbnail, and duration.

Filenames and metadata

• Descriptive filenames with keywords improve discoverability: product-demo-blackwatch-strap-1080p.mp4 is better than vid1234.mp4.
• Include relevant metadata: duration, aspect ratio, captions, and language.

Accessible controls and keyboard navigation

• Ensure the video player supports keyboard focus, play/pause via Space/Enter, and readable labels for assistive technologies.
• Avoid autoplay with sound, and avoid hiding crucial information in autoplaying videos that cannot be paused.

Real-world example: a retailer improved product page SEO by adding transcripts and VideoObject schema for product tutorial clips. Search impressions for product pages increased because video-rich snippets showed up in search results.

Testing and analytics: how to validate format choices

Don’t guess—measure. Use a combination of lab tests and real-user monitoring.

Browser and device testing

• Test across Chrome, Firefox, Safari (macOS and iOS), Edge, and a sampling of Android phones and tablets.
• Check behavior on slow 3G and mid-tier mobile devices. Look for choppy playback, stalls, and excessive CPU usage.
• Validate fallbacks: ensure the MP4 source loads if the browser can’t play the WebM or AV1 file.

Performance testing

• Measure page load metrics such as Largest Contentful Paint (LCP), Time to Interactive (TTI), and First Contentful Paint (FCP) with and without the video.
• Use WebPageTest.org or Lighthouse to see how video impacts performance budgets.

User analytics

• Track play events, play rate, completion rate, and drop-off points. Higher-resolution viewers may drop out if buffering occurs.
• Segment analytics by device type and browser. If desktop Chrome users watch fully but iOS users drop quickly, format compatibility may be a culprit.

A/B testing format variants

• Run controlled tests where a portion of traffic receives WebM-first delivery and another receives MP4-only. Compare load times and engagement metrics.
• For hero videos, consider A/B testing background loops vs static hero images for conversion impact.

Hosting options: self-hosting, video platforms, or headless delivery

Where you host video affects flexibility, cost, and complexity.

Self-hosting

• Pros: Full control over files and delivery; potentially lower cost for low traffic.
• Cons: Increased server and bandwidth burden; need to implement adaptive streaming, CDN, and manifests for robust delivery at scale.

Video platforms (YouTube, Vimeo, Wistia)

• Pros: Built-in players, adaptive streaming, CDN delivery, analytics, closed captioning tools, and better handling of multiple codecs and renderings.
• Cons: Branding and UI constraints; reliance on third-party hosting; for ecommerce, embedding third-party players can surface unwanted related content or ads (though paid tiers reduce this).

Headless/video-CDN services (Cloudflare Stream, Mux, JWPlayer)

• Pros: Programmable APIs for transcoding into multiple renditions and codecs; built-in CDN and player options; HLS/DASH packaging and analytics.
• Cons: Cost scales with bandwidth and encoding; integration complexity for custom workflows.

Choosing a strategy:

• For short product clips and hero loops on a marketing site, self-hosting with a CDN or using a headless video CDN gives control and performance.
• For long-form courses, webinars, and high-volume content, use adaptive streaming via a video platform or headless video service to manage multiple renditions and manifests.

Real-world example: a mid-size ecommerce brand moved hero and product demo videos from self-hosting on a single origin to a CDN with automated encoding into MP4 and WebM. The transition cut page load times by nearly half for international users and reduced origin bandwidth costs.

Workflow from raw footage to web-optimized delivery

An efficient pipeline eliminates rework and preserves quality.

1. Capture and edit in a high-quality container (MOV, ProRes) to retain detail during color grading and cuts.
2. Deliver a master archive (lossless or high-bitrate MOV) for future edits.
3. Export intermediate delivery files for web encoding if needed.
4. Transcode into multiple web-targeted renditions:
   • MP4 (H.264) at different resolutions/bitrates (e.g., 720p @ 3 Mbps, 1080p @ 6 Mbps).
   • WebM (VP9) or AV1 for modern browsers.
   • Create HLS/DASH manifests for long videos if needed.
5. Generate a compressed poster image and WebVTT caption files.
6. Upload to CDN or video platform and configure player to serve multiple sources using or manifest files.
7. Test on target devices and browsers; monitor analytics and adjust encoding ladders or fallbacks.

Automation tips:

• Use FFmpeg scripts or cloud transcoding pipelines to produce multiple renditions automatically.
• Use CI/CD pipelines to push new assets and invalidate CDN caches.

Future-proofing: AV1, HEVC, and what to watch for

Codec evolution continues. AV1’s performance makes it attractive for savings in bandwidth and cost. Browser and hardware adoption are the gating factors.

Points to watch:

• Hardware decoding support for AV1 is increasing in newer devices, reducing CPU usage for playback. This will improve mobile battery life during decoding.
• HEVC (H.265) offers strong compression but has licensing complexity; many web projects prefer patent-free alternatives.
• VVC (H.266) and other next-generation codecs are in development; adoption will lag until hardware support catches up.

Practical strategy: adopt newer codecs when analytics show a meaningful portion of your audience can benefit. For many businesses, that means offering AV1/WebM as optional sources while keeping MP4/H.264 as the universal baseline.

Troubleshooting common format and playback issues

Playback fails on older iPhones

• Cause: Browser lacks support for WebM/AV1; autoplay or codec mismatch.
• Fix: Provide MP4 fallback; ensure you aren’t relying on an unsupported codec.

Video looks pixelated on desktop but fine on mobile

• Cause: Single low-resolution file being scaled up for desktop.
• Fix: Serve higher-resolution renditions to desktop or use responsive design to swap in a higher-res source for large viewports.

Heavy CPU usage during playback

• Cause: Browser is software-decoding an advanced codec (VP9/AV1) on a device without hardware support.
• Fix: Offer MP4/H.264 fallback or provide a lower-bitrate rendition.

Slow initial playback

• Cause: No faststart moov atom placement or lack of range request support.
• Fix: Encode with -movflags +faststart (for MP4) and ensure server supports range requests.

Stalled streaming for long videos

• Cause: No adaptive bitrate streaming; single bitrate too high for the network.
• Fix: Implement HLS/DASH with multiple renditions to allow bitrate switching.

Practical checklists before you publish a video

Technical checklist

• Provide MP4 (H.264) fallback plus one modern format (WebM/AV1) if possible.
• Encode multiple resolutions/bitrates for adaptive delivery or responsive swapping.
• Move moov atom to the start for MP4 for progressive download.
• Add captions (WebVTT), a transcript, and structured data (VideoObject).
• Host on a CDN or use a video platform with CDN delivery.

UX and accessibility checklist

• Add a poster image and define poster sizes per breakpoint.
• Avoid autoplay with sound; prefer muted autoplay or user-initiated plays.
• Ensure keyboard controls and ARIA labels are present for controls.
• Provide closed captions and transcripts.

Performance checklist

• Use lazy loading for non-critical videos.
• Test LCP and other page metrics before and after adding video.
• Monitor play, engagement, and completion metrics by device and browser.

Business considerations: bandwidth, cost, and legal

Bandwidth and cost

• Serving video can quickly become the largest portion of bandwidth costs for a website. Use compression, adaptive streaming, and a CDN to control costs.
• Modern codecs reduce bandwidth; however, the cost of longer encoding times and possible licensing should be factored.

Licensing and patents

• H.264 has licensing bodies but is broadly supported in hardware. HEVC has a more complex licensing environment.
• AV1 is royalty-free, making it attractive for companies that want to avoid licensing fees.

Privacy and compliance

• If you use third-party video platforms, consider their privacy policies and how third-party cookies or tracking affect users. GDPR and other regulations may require disclosure.

Real-world case studies and examples

Case study: ecommerce homepage hero loop A direct-to-consumer apparel brand had a high-resolution hero loop that weighed 18 MB, slowing page loads and hurting conversions on mobile. The team:

• Cut the loop to 4 seconds and reduced resolution for mobile.
• Encoded a WebM variant for Chrome/Firefox and an optimized MP4 for fallback.
• Implemented lazy-load via IntersectionObserver for mobile and a poster fallback. Result: mobile load times improved significantly, and the conversion rate on product pages rose as users encountered fewer buffering incidents.

Case study: product demo gallery A consumer electronics site hosted product demos in MP4 only. Customers on Chrome experienced buffering intermittently. The team adopted multi-bitrate HLS manifests and a CDN-backed player. Engagement metrics improved because the player switched bitrates seamlessly across connections, eliminating mid-play stalls.

Case study: training platform A training company used cloud transcoding and HLS manifests for all course videos. The platform encoded multiple renditions and delivered them via CDN. Students on slow connections received lower-bitrate streams, while those on fast broadband enjoyed higher quality. Completion rates increased and support tickets for playback issues fell.

Common myths and clarifications

Myth: “MP4 is obsolete; WebM/AV1 are all you need.”

• Reality: MP4 (H.264) is the most broadly compatible format and should remain the baseline. WebM and AV1 are valuable additions for performance but not universal replacements yet.

Myth: “Higher bitrate always means better-looking video.”

• Reality: Beyond a point, increasing bitrate brings diminishing visual returns. Encoder quality, codec efficiency, and resolution determine perceived quality more than raw bitrate.

Myth: “If a browser supports a codec, playback will be identical across devices.”

• Reality: Hardware decoding availability affects playback smoothness and CPU load. Two devices with the same browser version can behave differently if one has hardware acceleration.

Implementation example: minimal HTML snippet with fallbacks and captions

Below is a concise pattern that covers compatibility, captions, and poster image:

Notes:

• The order of tags matters; the browser uses the first supported one.
• For production, replace the AV1/MKV line with an AV1-in-MP4 or AV1-in-WebM source depending on packaging.
• Include transcripts and VideoObject schema in page markup to aid SEO.

Final tactical recommendations

• Default to MP4 (H.264) for universal compatibility.
• Add WebM (VP9) or AV1 sources to reduce file sizes for modern browsers that support them.
• Encode multiple resolutions and bitrates for responsive delivery or adaptive streaming when appropriate.
• Use a CDN and move the MP4 moov atom to the front to enable faststarts.
• Provide captions, transcripts, and VideoObject schema to improve accessibility and SEO.
• Test across devices and measure real-user metrics to validate the impact of optimizations.

FAQ

Q: What is the best video format for the web? A: MP4 container with H.264 video remains the most compatible and practical choice for most web uses. Add WebM (VP9) or AV1 variants as modern alternatives to reduce bandwidth on supported browsers.

Q: Should I always encode AV1 to save bandwidth? A: Use AV1 where a meaningful portion of your audience can decode it natively, such as recent Chrome or Android devices. AV1 encoding is slower, and some browsers and older devices still lack hardware decoding, so supply MP4/H.264 fallbacks.

Q: How can I make sure my hero video doesn’t slow down page load? A: Keep the clip short, compress with an efficient codec, provide WebM/AV1 for modern browsers and MP4 for fallbacks, add a poster image, lazy-load non-essential videos, and serve files via a CDN.

Q: Will converting MOV to MP4 reduce video quality? A: Not necessarily. Proper conversion settings (sufficient bitrate, same frame rate/resolution, and careful CRF values) preserve perceived quality. Avoid repeated re-encodes and use a high-quality source.

Q: Are captions and transcripts required? A: They are not legally required everywhere, but captions and transcripts are crucial for accessibility and improve SEO and user experience. They also expand the contexts in which users can consume your content.

Q: What tools should I use to convert and encode videos? A: HandBrake and FFmpeg are excellent for repeated encoding workflows. Adobe Media Encoder integrates with creative apps. Cloud services like CloudConvert and specialized video CDNs automate batch transcoding and packaging for streaming.

Q: When should I use adaptive streaming (HLS/DASH)? A: Use adaptive streaming for videos longer than a few minutes, for content where buffering is costly to user experience (webinars, lectures), or when serving to a global audience with wide network variability.

Q: How do I decide which resolutions and bitrates to offer? A: Decide based on your audience’s device mix and connection speeds. Provide at least two to three renditions—for example, 720p at ~3 Mbps, 1080p at ~6 Mbps, and a lower 480p rendition for mobile. For high-end audiences, add 4K renditions.

Q: What are the costs associated with serving video? A: Bandwidth and CDN costs increase with file size and traffic. Encoding costs (particularly for AV1) and storage for masters are other factors. Use compression wisely and consider CDN or video platform pricing models.

Q: Will new codecs make MP4 unnecessary? A: Not for the foreseeable future. Newer codecs improve compression, but MP4/H.264 remains the universal fallback while hardware and browser support for newer codecs mature.