Video Encoding Settings for Web Delivery

Codec Selection

H.264 (AVC) remains the most compatible codec — supported by virtually every browser and device. H.265 (HEVC) offers 50% better compression but has limited browser support and licensing complexity. VP9 (Google's open codec) is well-supported in Chrome and Firefox. AV1 is the newest option with the best compression but requires significant encoding time.

Bitrate Guidelines

For 1080p H.264 web video, target 5-8 Mbps for high quality and 3-5 Mbps for good quality. For 4K, double these values. For screen recordings and tutorials (low motion), you can use 30-50% lower bitrates. For high-motion content (sports, action), use the higher end of the range. Variable bitrate (VBR) encoding allocates bits where needed, producing better quality than constant bitrate (CBR) at the same average rate.

Container Format

MP4 (with H.264 or H.265) is the universal web container. WebM (with VP9 or AV1) is preferred for Chrome-first applications. For adaptive streaming, use fragmented MP4 with DASH or HLS. For simple file downloads and social media uploads, plain MP4 with H.264 baseline profile ensures maximum compatibility.

Audio in Video Files

AAC is the standard audio codec for MP4 containers. For stereo voice content, 128-192 kbps is sufficient. For music or sound-design-heavy content, use 256-320 kbps. Sample rate should match your source (typically 48 kHz for video). Normalize audio loudness to -14 LUFS for web platforms.

Encoding Workflow

Export from your editing software at the highest quality (ProRes, DNxHR, or high-bitrate H.264). Then compress for delivery using FFmpeg or HandBrake. Two-pass encoding produces better quality at the target bitrate than single-pass. Always test the encoded file on multiple devices before publishing. Consider creating multiple quality versions for adaptive streaming.