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To address the explosive growth of number of mobile users in future generations of wireless networks, Non-Orthogonal Multiple Access (NOMA) has received significant attention. In this work, we propose an incentive driven content shifting framework to reward users which push multimedia data content from an Orthogonal Multiple Access (OMA) link to a NOMA link. The objective of the framework is to benefit both the user and the base station by simultaneously improving the user’s Quality of Experience (QoE) and the base station’s profits. The key issue of strategically splitting the data among the available NOMA and OMA links are studied to attain the best possible service. According to our study, OMA could be leveraged for transmission of important frames while NOMA is suitable for frames with lesser importance. Using game theoretic methods, we develop a method to attain the Nash Equilibrium of the solution …