A method of determining an encoding rate for digital content. According to the method, the a sample of the content data is encoded for a predetermined period of time. The encoding rate is calculated by knowing the size of the sample of content encoded and the length of time necessary for encoding. In another embodiment, the encoding rate calculated for a specific encoding algorithm and encoding bit rate is averaged with any previously stored encoding rate for this encoding algorithm and encoding bit rate. In accordance with another aspect of the invention, an apparatus is described to carry out the above method.