one method that works really well in determining a good bitrate is the Kush Gauge

 one method that works really well in determining a good bitrate is the Kush Gauge. To find a decent bitrate simply multiply the target pixel count by the frame rate; then multiply the result by a factor of 1, 2 or 4, depending on the amount of motion in the video; and then multiply that result by 0.07 to get the bit rate in bps. Divide your result by 1,000 to get a kbps estimate or by 1,000,000 to get a Mbps estimate.

Kush gauge: pixel count x motion factor x 0.07 ÷ 1000 = bit rate in kbps
(frame width x height = pixel count) and motion factor is 1,2 or 4

Screencast example
For example if your video is a low motion 5fps screen cast in a 1280 x 720 frame size you would have a formula like this:

1280 x 720 = 921,600 pixel count 
5 frames per second 
1 = Low Motion 

(921,600 x 5) x 1 x 0.07 = 322,560 bps / 1000 = 322 kbps bitrate

High action video example
Another example on the other side of the spectrum would be a 24 fps high action shot of an action scene with multiple quick cuts in a 1920 x 1080 frame size:

1920 x 1080 = 2,073,600 pixel count 
24 frames per second 
4 = High Motion 

(2,073,600 x 24) x 4 x 0.07 = 13,934,592 bps / 1000 = 13,934 kbps bitrate

For streaming this example would be a bad idea, unless your target audience lives in South Korea. If you do decide to offer a super high quality file, be sure to also encode a lower quality streaming video for clients that may not have the fastest broadband available.

When using this gauge with a variable bitrate (VBR), 75% of the resulting bitrate can be used for the minimum rate and 150% for the maximum rate.

转自：http://www.ezs3.com/public/What_bitrate_should_I_use_when_encoding_my_video_How_do_I_optimize_my_video_for_the_web.cfm