Short answer
Transcoding is the conversion of a video or audio file from one format or bitrate to another. Transcoding produces streaming and channel-specific versions of video masters. A DAM needs transcoding as soon as video masters are too large, or in formats that browsers, social platforms and media players cannot play directly.
How transcoding works in a DAM
Transcoding works by decoding a master file and re-encoding it with new settings for codec, container, resolution, frame rate and bitrate. The DAM applies transcoding presets, which work like rendition profiles for video and audio.
A DAM typically runs four kinds of transcoding job:
- Preview proxy: a small, low-bitrate file for in-browser playback and review.
- Channel outputs: files sized and encoded for web, social and broadcast partners.
- Streaming ladder: several bitrates of the same video for adaptive streaming, such as HTTP Live Streaming, published as RFC 8216.
- Audio extraction: a separate audio track for captions, speech-to-text or radio use.
Transcoding takes processing time and compute. Processing time grows with resolution, duration and the number of presets, so the DAM queues jobs and reports their status.
Example of transcoding
Worked example: a brand receives a 4K ProRes master of a 60 second campaign film. The DAM converts that ProRes master into MP4 files for web and social.
| Output | Codec and container | Size | Channel |
|---|---|---|---|
| Web | H.264 in MP4 | 1920 by 1080 pixels | Brand website |
| Social vertical | H.264 in MP4 | 1080 by 1920 pixels | Short-form video feeds |
| Streaming | HLS ladder | Several bitrates | Embedded player |
| Preview | Low-bitrate MP4 | Reduced size | Review and approval |
The master stays in the DAM untouched. When the agency delivers a revised cut, the DAM re-runs all four presets.
Transcoding in a DAM selection
Transcoding is defined at Checkpoint 2: Define, where the buyer lists every video channel and its output specification. Vendors prove it at Checkpoint 5: Test on your own masters.
Ask each vendor to show these points:
- Upload your largest real video master and time the first playable preview.
- Run your output presets and inspect the files in a media player.
- Create a vertical crop for social from a horizontal master.
- Keep descriptive and rights metadata on every output.
- Explain how transcoding minutes, storage and download egress are charged.
DAMSelection assessment: storage, egress and AI credit consumption drive five-year DAM cost more than licence fees, and video multiplies all three. Use the TCO calculator with your real video volumes. The video asset management guide covers review and streaming in depth.
Common transcoding mistakes
The most common transcoding mistake is testing with short clips, which hides queue times and costs. Other recurring errors:
- Deleting or compressing the master after export.
- Running every preset up front for videos that only one channel uses.
- Ignoring captions and audio tracks in the output specification.
Related terms: Rendition, Dynamic media.
Frequently asked
What is the difference between transcoding and compression?
Compression reduces file size within an encoding. Transcoding converts a file from one codec, container or bitrate to another, and usually applies compression as part of that step. A DAM transcodes a ProRes master into compressed MP4 files for channels.
Does a DAM replace a video platform?
A DAM with transcoding covers storage, review, rights and channel outputs for most marketing video. Large public streaming libraries often add a dedicated video platform for players, analytics and global delivery. Decide at Checkpoint 2: Define which system owns playback.