A device may control a video communication via transcoding and/or traffic shaping. The device may include a multipoint control unit (MCU) and/or a server. The device may receive one or more video streams from one or more devices. The device may analyze a received video stream to determine a viewing parameter. The viewing parameter may include a user viewing parameter, a device viewing parameter, and/or a content viewing parameter. The device may modify a video stream based on the viewing parameter. Modifying the video stream may include re-encoding the video stream, adjusting an orientation, removing a video detail, and/or adjusting a bit rate. The device may send the modified video stream to another device. The device may determine a hit rate for the video stream based on the viewing parameter. The device may indicate the bit rate by sending a feedback message and/or by signaling a bandwidth limit.