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User's perceived quality of service (QoS) or quality of experience (QoE) is likely to be the major determining factor in the success of new multimedia applications over wireless/mobile networks. The primary aim of this study is to present an adaptation scheme that is QoE-driven for optimising content provisioning and network resource utilisation for video applications over wireless networks. The proposed scheme encompasses the application of a QoE-driven model for optimising content provisioning and network resource utilisation. The content provisioning is optimised by the determination of initial content quality by adapting the video sender bitrate (SBR) according to users' QoE requirement. By finding the impact of the QoS parameters on end-to-end perceptual video quality, the optimum trade-off between SBR and frame rate is found and the benefits to network providers in maximising existing network resources are demonstrated. The QoE is measured in terms of the mean opinion score. The proposed scheme makes it possible for content providers to achieve optimum streaming (with an appropriate SBR) suitable for the network and content type for a requested QoE. The scheme is also beneficial for network providers for network resource provision and planning, and therefore maximising existing network infrastructure by providing service differentiation.