According to some embodiments, a system for reducing bandwidth usage is disclosed. The system comprises a computer server that receives a request to initiate a chat room, associated with digital content over a computer network and a computer readable medium comprising instructions that perform a method when executed by the centralized computer server. The method comprises initiating a multicast communication and assigning a unique identifier to the multicast communication. A set of messages associated with the unique identifier is received. If it is determined that a number of messages is greater than a pre-determined number of messages, determining a location of each of the users and grouping the users into a first group and into a second group where the first group are all located within a pre-defined radius based on a first determined location and the second group are all located within a pre-defined radius based on a second determined location.