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On-demand video streaming dominates today´s Internet traffic mix. For instance, Netflix constitutes a third of the peak time traffic in the USA. Nearly half of UK online households have accessed BBC´s shows through its on-demand streaming interface, BBC iPlayer. Using UK-wide traces from BBC iPlayer as a case study, this talk will characterise users´ content consumption at scale and discuss techniques that can be deployed at the edge by users to substantially decrease the load on the Internet. We will survey both well-known techniques such as peer-assisted VoD, studying whether it works at scale, as well as new edge-caching mechanisms that can potentially be deployed today. We will conclude by exploring new directions for content-centric network architectures, to address the roots of the pain points observed in our user workload, in a “clean” fashion.