According to an embodiment of the disclosure, a base station (BS) is configured to: transmit traffic to at least one user equipment (UE) connected to the BS via a unicast scheme; based on information about a number of UEs connected to the BS to use a particular application, a particular service, or a particular session, or information of traffic to be used by the UE, determine whether to switch a transmission scheme of the traffic from the unicast scheme to a broadcast/multicast scheme; and as the broadcast/multicast scheme is determined as the transmission scheme of the traffic, transmit a message informing that the transmission scheme of the traffic is to be switched.