Methods and apparatus, including computer program products, are provided for selecting transmitting common content to user equipment via a multicast, broadcast. In one aspect there is provided a method. The method may include detecting whether content is common content to be provided, via a multicast, broadcast transmission, to at least one user equipment; forwarding the common content to a multicast, broadcast gateway to enable delivery to the at least one user equipment via the multicast, broadcast transmission; and forwarding, as a unicast service flow, other content to the at least one user equipment to enable the at least one user equipment to selectively combine the unicast service flow with the common content carried by the multicast, broadcast transmission. Related apparatus, systems, methods, and articles are also described.