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Encoding.com has introduced a new API that will let major customers — like large video publishers and video distribution platforms — offer its cloud encoding services as a white-label solution. And a group of its customers have already signed up for the white-label service, including Cisco Eos, Giant Realm, Kaltura and Vzaar. Encoding.com’s new features allow video management firms to create sub-accounts on the fly, enabling them to sign up their own customers for the cloud-based encoding service. By extending its API, video hosting and distribution companies can integrate the service into their own platforms, therefore making encoding in the cloud a seamless part of the video production workflow. The startup has also made sample scripts available for various programming languages to let its customers get up and running quickly.

Transcoding videos, which changes the format, size and bit rate of a video file, is an arduous, yet necessary process for media content owners. Many sites outsource the transcoding technology to services like Encoding.com, which offer a SaaS application to format videos. Today, Y Combinator-backed Zencoder is entering the space, hoping to become the Amazon Web Services for encoding.