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In this letter, a new bit rate adaptation decision taking technique is proposed based on the observations that ambient illumination context has an effect on the perceived video quality. Motion activity and structural complexity characteristics of a video content are utilized as the content-related contexts in the proposed technique. Experimental results demonstrate that a significant amount of bit rate can be saved while maintaining the perceptual quality same by adapting the video content according to different ambient illumination conditions using this technique. Subjective assessment results show that the proposed adaptation technique is capable of exploiting the changes in ambient illumination level for bit rate adaptation without sacrificing the perceived visual quality.