A technique for controlling the streaming of content through a network is disclosed. The technique involves changing the rate at which content chunks are sent from an intermediate network device in order to cause a client to request content chunks that are encoded at a different bit rate. For example, an intermediate network device can reduce the rate at which content chunks are sent to a client in order to cause the client to adapt to the reduced flow rate by requesting content chunks that are encoded at a lower bit rate. Causing a client to request content chunks that are encoded at a lower bit rate can reduce the bandwidth demand in a wireless communications network.