Abstract: Described is a method of media content delivery, where measurements of network delivery rates are used to determine at which bit rate to request each content segment. The aim is to ensure continuous play-out of good quality segments, without relying on a large buffer, so that end-to-end delay is kept low. The historical network delivery rate is measured on two or more timescales, such as a short-term delivery rate and a long-term delivery rate, and these are used to decide when to request a higher bit rate segment than the previous segment, and when to request a lower bit rate segment than the previous segment.