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In HTTP adaptive streaming (HAS) applications multiple video clients sharing the same wireless channel may experience different video qualities as result of both different video content complexity and different channel conditions. This causes unfairness in the end-user video quality. In this paper, we propose a quality-fair adaptive streaming (QFAS) solution to deliver fair video quality to HAS clients competing for the same resources in an LTE cell. In the QFAS framework the share of radio resource is optimized according to video content characteristics and channel condition. The proposed solution is compared with other state-of-the-art strategies and numerical results in terms of SSIM quality metric shows that it significantly improves the quality fairness among heterogeneous HAS users.