In embodiments, apparatuses, methods and storage media are described that are associated with content distribution. In embodiments, an encoder may be configured to encode portions of content, such as video and/or audio data, utilizing different sets of encoding control variable settings. The different sets of encoding control variable settings may include different resolutions, different frame rates, and/or different compression levels. In embodiments, different segments and/or different portions of a single segment of data may be encoded using different sets of encoding control variable settings. In embodiments, the sets of encoding control variable settings may be selected based on quality of the encoded video and/or audio data. Instances of video and/or audio data encoded with different sets may be compared to the data from which they were generated to determine one or more quality metrics. One of the instances may then be selected for provisioning to a content consumption device.