Embodiments of the claimed subject matter provide a method and apparatus for switching between multicast/broadcast and unicast service. Some embodiments of the method include determining a number of first users in a first cell receiving one or more first sessions for unicasting content in response to a second user in the first cell requesting the content. Some embodiments of the method also include assigning the first and second users to a second session for broadcasting or multicasting time-aligned content in response to the number of first users being larger than a threshold.