Delivery of media content

A computer-implemented method comprises steps of: providing a plurality of media objects (e.g. using object-based broadcasting, OBB), including a default object (e.g. default combination of media objects, or single media object e.g. "base video" or "clean feed"), for selection by, unicast communication 27 to, and rendering by consumer entities (clients) 30a, 30b, 30c; receiving metadata 26 for a plurality of the consumer entities indicating extent of use of at least a subset of the media objects by the consumer entities; applying a rule relating to the consumption of media objects by the consumer entities to the metadata; and, responsive to applying of the rule, generating a composite of the default object and at least one other object for multicast communication 25 to at least a subset of the consumer entities. The rule may identify a metric for each media object of the subset of media objects corresponding to an extent of network resource involved in communicating the media object to consumer entities selecting the media object; the rule may include: selection of media objects by consumer entities; frequency of selection of media objects by consumer entities; and/or extent of selection of media objects.