Efficient delivery of subscription content over a wireless network is described herein. In one implementation a device may receive load information regarding network traffic load at radio interfaces for a cellular network. The device may maintain subscription information relating to subscribers that have subscribed to receive content items and to availability of the content items. The device may determine whether a quantity of mobile devices, that are attached to the base station and are associated with subscribers that have subscribed to the first content item, is above a threshold. Finally, the device may transmit, when it is determined that the quantity of mobile devices is above the threshold, the first content item to the quantity of mobile devices as a multicast transmission over a radio interface associated with the base station.