Techniques are provided for a dynamic adaptive streaming proxy for unicast or broadcast/multicast service. For example, a method for controlling an encoding format of multimedia content for a multimedia client of a wireless communications network (WCN) includes modifying, at a proxy component of the WCN network entity, a data structure that associates one or more different locators for multimedia content with respective different encoding formats for the multimedia content, to obtain a modified data structure. The method may include controlling an encoding format for the multimedia content provided to at least one multimedia client, at least in part by the modified data structure.