We present LLM-ABR, the first system that utilizes the generative capabilities of large language models (LLMs) to autonomously design adaptive bitrate (ABR) algorithms tailored for diverse network characteristics. Operating within a reinforcement learning framework, LLM-ABR empowers LLMs to design key components such as states and neural network architectures. We evaluate LLM-ABR across diverse network settings, including broadband, satellite, 4G, and 5G. LLM-ABR consistently outperforms default ABR algorithms.