A method, system and a computer program product. The method may include: allocating or receiving allocated bit rates to a plurality of streaming media flows, each streaming media flow comprises a plurality of chunks and is expected to flow over a last mile channel that is bandwidth limited; receiving a plurality of chunk requests from clients that are hosted on user devices, each chunk request indicates a requested bit rate for streaming a media chunk that belongs to the streaming media flow; changing at least one chunk request to comply with an allocated bit rate, if the requested bit rate does not comply with the allocated bit rate, to provide at least one new chunk request; and sending the at least one new chunk request to a media streamer that is expected to stream the streaming media flow to the user device.