Various techniques are provided for an apparatus that can identify a multicast and broadcast services session associated with user equipment device(s) in a serving cell associated with the apparatus, communicate a first information set including information associated with the serving cell and the MBS session provided in the serving cell, receive from an apparatus associated with a neighboring cell, a second information set including information associated with the neighboring cell and an MBS session provided in the neighboring cell, determine at least one MBS serving characteristic associated with the serving cell based on the UEs in the serving cell being served by the apparatus and the received second information set, determine whether the serving cell associated with the apparatus is a preferred cell to serve the MBS session to UEs based on the at least one MBS serving characteristic, and in response to determining that the serving cell associated with the apparatus is the preferred cell to serve the MBS session to UEs, serving, by the apparatus, the MBS session to the UEs communicatively coupled with the apparatus.