Key takeaways:
- Transcoding converts media into multiple formats so video plays reliably across devices, networks, and regions.
- Video transcoding is foundational to adaptive bitrate streaming, multi-device delivery, and global scale.
- Understanding transcoding vs. encoding matters for cost control, performance, and operational efficiency.
- Cloud-based transcoding enables elastic scale, faster processing, and reduced infrastructure overhead.
- Within modern video platforms, transcoding must be tightly integrated with ingestion, CMS, workflows, and delivery.
Every time a viewer presses play, a complex media process ensures the video loads quickly, adapts to network conditions, and plays smoothly on the device at hand. That process is transcoding.
From 24i’s perspective, transcoding is not an isolated technical step. It is a core capability within an end-to-end video platform—working in concert with content ingestion, content management, personalization, and delivery inside 24i Video Cloud.
This article explains what transcoding is, how video transcoding works, how it differs from encoding, and why cloud transcoding has become essential for scalable streaming services.
Definition of transcoding
At its simplest, transcoding is the process of converting a media file from one digital format into another. This may involve changing the codec, bitrate, resolution, container format, or a combination of these settings.
In practical terms, transcoding takes a high-quality source file and produces multiple optimized versions—known as transcodes—that are suitable for different devices, networks, and playback conditions.
A transcoder is the system or software component that performs this conversion. Modern transcoders do more than transform files; they apply media transcoding settings that balance quality, performance, and delivery cost based on target environments.
Real-world media transcode examples
- Converting a 4K master into 1080p, 720p, and 480p variants
- Transforming broadcast-grade codecs into web-optimized formats
- Updating legacy libraries to support modern streaming protocols
In every case, the meaning of transcoding is the same: preparing media to travel further and play everywhere.
Video transcoding explained
Video transcoding applies these principles specifically to video assets. Because video must perform across vastly different screens and networks, transcoding pipelines are designed for flexibility and resilience.
A typical video transcoding workflow includes:
- Input analysis – The source file is inspected
- Decoding – The encoded video is unpacked into raw frames
- Transformation – Resolution, bitrate, or codec changes are applied
- Re-encoding – The video is compressed into target formats
- Packaging – Outputs are prepared for streaming delivery
This process allows a single piece of content to adapt dynamically—from a mobile device on a congested network to a smart TV on a high-bandwidth connection.
Media transcoding settings that matter
- Bitrate: Influences stability and buffering behavior
- Resolution: Determines visual clarity across screen sizes
- Codec: Affects compression efficiency and compatibility
- Frame rate: Balances smooth motion with bandwidth usage
Fine-tuning these settings ensures predictable playback under real-world conditions.
Transcoding vs. encoding
Although often used interchangeably, encoding and transcoding describe different stages of the media lifecycle.
- Encoding converts raw video into a compressed digital format for the first time.
- Transcoding converts an already encoded file into additional encoded formats.
In short: encoding creates the first version; transcoding creates the variants needed for distribution.
Understanding the difference between encoding and decoding further clarifies this relationship. Decoding reverses compression for playback, while transcoding temporarily decodes and re-encodes media to generate new outputs.
For streaming platforms, these distinctions are operationally important. Encoding decisions affect archival quality, while transcoding decisions directly impact delivery cost, latency, and viewer experience.
Cloud transcoding
Cloud transcoding moves media processing from fixed infrastructure to elastic, on-demand environments. Instead of managing dedicated hardware, platforms allocate compute resources dynamically based on workload.
This shift has fundamentally changed how streaming services scale.
Benefits of cloud-based transcoding
- Elastic scalability to handle spikes in processing demand
- Faster turnaround through parallel processing
- Lower infrastructure overhead with reduced capital expenditure
- Operational flexibility through API-driven automation
Cloud video transcoding integrates naturally with modern video platforms, enabling observable, programmable media pipelines that evolve with changing requirements.
Common use cases for media transcoding
Media transcoding underpins everyday streaming operations:
Multi-device delivery
Different devices demand different media profiles. Transcoding ensures compatibility across phones, tablets, browsers, and connected TVs.
Adaptive bitrate streaming
Adaptive bitrate streaming relies on multiple transcodes of the same asset, allowing players to switch quality levels as network conditions change.
Media library modernization
Transcoding refreshes legacy content, extending the life of archives and improving efficiency.
Platform syndication
When distributing content to third-party platforms with strict specifications, transcoding normalizes delivery without manual rework.
Transcoding within the 24i Video Cloud
At 24i, transcoding is a core part of an integrated video workflow—not a standalone service.
Within 24i Video Cloud, transcoding works alongside content ingestion, CMS, and delivery layers to ensure that media moves smoothly from source to playback. By integrating transcoding into a broader platform architecture, 24i enables:
- Consistent processing across live and on-demand workflows
- Seamless handoff between ingestion, CMS, and delivery
- Scalable operations without fragmented tooling
This approach ensures that transcoding supports the full video lifecycle rather than becoming an isolated bottleneck.
Conclusion
Transcoding is more than a technical requirement—it is a strategic capability that determines how efficiently video platforms scale and perform.
By converting media into formats optimized for devices, networks, and platforms, transcoding protects quality while controlling cost. Cloud-based architectures have amplified this impact, enabling streaming services to process media at scale without friction.
With 24i, transcoding is designed as part of a unified video platform—working hand in hand with ingestion, CMS, and delivery to power reliable, flexible video experiences across every screen.
