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Online media consumption is the main driving force for the recent growth of the Web. As especially realtime media is becoming more and more accessible from a wide range of devices, with contrasting screen resolutions, processing resources and network connectivity, a necessary requirement is providing users with a seamless multimedia experience at the best possible quality, henceforth being able to adapt to the specific device and network conditions. This paper introduces a novel approach for adaptive media streaming in the Web. Despite the pervasive pullbased designs based on HTTP, this paper builds upon a Web-native push-based approach by which both the communication and processing overheads are reduced significantly in comparison to the pull-based counterparts. In order to maintain these properties when enhancing the scheme by adaptation features, a server-side monitoring and control needs to be developed as a consequence. Such an adaptive push-based media streaming approach is intr oduced as main contribution of this work. Moreover, the obtained evaluation results provide the evidence that with an adaptive push-based media delivery, on the one hand, an equivalent quality of experience can be provided at lower costs than by adopting pull-based media streaming. On the other hand, an improved responsiveness in switching between quality levels can be obtained at no extra costs.