A video server adaptively selects an appropriate video encoding standard and an appropriate video encoding rate for encoding video content to be downloaded to one or more video client devices over a communication network. The video server adaptively selects the video encoding standard and the video encoding rate based upon factors such as the data transmission rate of the communication network, the processing speed of the video client device, or the type of the video content to be downloaded. Once the video encoding standard and the video encoding rate are selected, video content can be transcoded prior to downloading to one or more video client devices. During the download, the video content may be adaptively transrated, such as in response to a change in the data transmission rate of the communication network.