A method or system for managing demand-based multicast services in a wireless communications system (WCS) capable of both unicast and multicast signaling may include providing content requested by a mobile entity in an area of the WCS via a unicast session, determining that a concurrent demand level for the content exceeds a defined threshold for the area of the WCS, and initiating a multicast session for the content in the area of the WCS, in response to determining the concurrent demand level has exceeded the threshold. The method or system may include more detailed operations or aspects for measuring the concurrent demand level, transitioning signaling between unicast and multicast modes, communicating between network components, or related functions.