Installing QuickTime will allow Ableton Live to import video files in .mp4 format, on your Windows computer.
The Ableton Live support site doesn't mention it anywhere, I couldn't find the info anywhere, it was just a hunch of mine, Ableton Live's manual won't explain anything to you... you're welcome.
Awhile ago, I got used to being able to drag .mp4 video files into Ableton Live.
MP4 video files are what you get if you use Firefox Video Download Helper to download YouTube videos.
Then, I installed Ableton Live on a different computer, and it wouldn't accept any .mp4 files. And Adobe Media Encoder was no help in converting the mp4 files to .mov files.
So I tried installing the K-Lite Codec pack, and that didn't make any difference. But installing QuickTime did! Yay for QuickTime on Windows!