Aiming at the problem of unreasonable target bit allocation in the LCU layer rate control scheme of high-efficiency video coding,and incomplete consideration of the ima ge complexity factor,resulting in a large loss of rate distortion performance,a rate control algorithm for the LCU layer based on the characteristics of video content is proposed.The texture com plexity and energy distribution of the coding region are detected by Scharr operator and Hadamard t ransform respectively;the texture complexity factor and energy proportion factor are joi ntly weighted,and a new weight calculation formula is constructed for the target bit of the LCU laye r.Optimize allocation and adjust model parameters.Experimental results show that compared with the dynamic adjustment rate control algorithm under the low delay B configuration and P conf iguration,the relative error of the bit rate is reduced by 0.011% and 0.010%,and the rate-di stortion performance is improved by 2.5% and 2.3% on average.