Isn't that what multicast is for?
> To enable multicast on the unicast Internet we start by building an encrypted overlay network using point-to-point links between participating nodes. Once established, our overlay network can run whatever protocols we require, unimpeded by routers and middleboxes and which is resistant to interception, interference and netblocks.
Off-topic but I'm impressed with how many potentially revolutionary projects get funding from NLNet.
But after working in ISP for a while I realised that the issue is getting ISP's to use cool protocols is just impossible and everything must be built at higher levels.