Ubuntu Restricted Extras is described as 'Ubuntu's commitment to only include completely free software by default means that proprietary media formats are not configured 'out of the box'' and is an app in the Audio & Music category. There are more than 10 alternatives to Ubuntu Restricted Extras for a variety of platforms, including Windows, Mac, Linux, BSD and Xfce. The best alternative is FFmpeg, which is both free and Open Source. Other great apps like Ubuntu Restricted Extras are MPlayer (Free, Open Source), Adobe Media Encoder (Paid), Video Transcoder (Free, Open Source) and Voukoder (Free).
optimizeVideo is just a simple wrapper around ffmpeg, but that saves a lot of guessing. It analyzes the contents of a target video file, and sets the conversion parameters according to Google standards.
Gihosoft Total Video Converter is a extremely powerful and full-featured video converter which converts more than 1000 video and audio formats for playing on any device. Moreover, with awesome editing tools, you can easily create and edit your personalized videos.