The present disclosure relates to a pre-5th-Generation (5G) or 5G communication system to be provided for supporting higher data rates Beyond 4th-Generation (4G) communication system such as Long Term Evolution (LTE). A method and apparatus of dynamically operating a bearer in a wireless communication system is provided. The bearer operating method of an evolved Node B (eNodeB) includes: setting a dynamic bear for user equipment (UE) where a bit rate is dynamically adjustable; receiving a report message, including channel status and/or video buffer status of the UE, from the UE; determining a modified bit rate to be applied to the dynamic bearer and time information to which the modified bit rate is applied; and transmitting the modified bit rate and the time information to the UE.