A network entity may dynamically control Quality-of-Service (QoS) for a multicast transmission in a wireless communications system, by initiating a multicast transmission having an initial QoS, and later during the multicast transmission, generating an updated QoS for the multicast transmission. The network entity may generate the updated QoS in response to a network load factor for a multicast area aggregated from base stations in the area. The network load factor may indicate a measure of aggregate available bandwidth in the multicast area. The network entity may provide the updated QoS to mobile entities receiving the multicast transmission, which may process a subsequent portion of multicast content according to the updated QoS.