Systems, apparatuses and methods whereby coded bitstreams are delivered to downstream end-user devices having various performance capabilities. A head-end encoder/video store generates a primary coded bitstream and metadata for delivery to an intermediate re-encoding system. The re-encoding system recodes the primary coded bitstream to generate secondary coded bitstreams based on coding parameters in the metadata. Each secondary coded bitstream is matched to a conformance point of a downstream end-user device. Coding parameters for each conformance point can be derived from the head-end encoder encoding original source video to generate the secondary coded bitstreams and extracting information from the coding process/results. The metadata can then can be communicated as part of the primary coded bitstream (e.g., as SEI) or can be communicated separately. As a result, the complexity of the secondary coded bitstream is appropriately scaled to match the capabilities of the downstream end-user device to which it is delivered.