A content delivery system comprising: a receiving module for receiving a media asset in a received format; a transcoder configured to transcode the asset to provide a predetermined number of transcoded versions of the asset in at least one consumption format; a data store for storing the predetermined number of transcoded versions; a transmitting module coupled to said data store and configured to retrieve one of the predetermined number of transcoded versions from the data store and transmit the retrieved transcoded version to a media consuming device in response to detecting selection of the media asset by a content consumer associated with the device; a media asset duplication module configured, in response to detecting transmission of each transcoded version of the predetermined number of transcoded versions to respective one or more media consuming devices, to create a duplicate of the transcoded version and store the duplicate in the data store.