A method and apparatus for streaming Over-the-Top (OTT) content on a network to subscribers is described. A digital video transport stream of an item of the OTT content is obtained via unicast streaming methods of a resolution and bit rate selected from an available set of different resolutions and bit rates for the digital video transport stream. The digital video transport stream of the selected resolution and bit rate is transmitted in the form of an IP multicast over the network to subscribers. Bandwidth utilization of the network is monitored so that switching of the bit rate to a different bit rate for the digital video transport stream can be controlled to provide adaptive rate control of the IP multicast.