When multiple mobile devices request the same content, rather than initiating a dedicated session for providing the content to each respective device, a multicast session is dynamically established to provide the content to all the devices. After the multicast session is established, respective additional requesters of the content are dynamically added to the multicast session responsive to each request. In an example configuration, a Service Center receives a request to provide content to a mobile device in a cellular site and determines if multicasting is warranted, the cellular site in which the mobile device is located, and, if warranted, initiates a multicast session and allocates resources for providing the content to the mobile device in that cellular site. As additional requests for the content are received from other mobile devices, the Service Center dynamically, upon each request, adds the requesters to the multicast session.