The service layer of LTE Broadcast is designed to broadcast formats that are commonly used in Over-The-Top Video Streaming, in particular DASH-formats. Whereas the initial deployments may focus on broadcast only modes, the design of using and combining OTT formats with broadcast distributions enables new opportunities and services in terms of combining broadcast distribution with OTT video services. These new features are discussed and progressed in 3GPP MBMS and ATSC3.0 in order provide the ability to distribute TV-centric content efficiently to a wide variety of devices including mobile phones, tablets and in-car receivers. This design enables a new use cases such as hybrid delivery, broadcast coverage extensions or MBMS On-Demand. The document provides insights into the architectures and technical details as defined in 3GPP. It will also provide examples on how LTE Broadcast service layer can be used in order to fulfill advanced and innovative use cases as discussed above. The final presentation will be supported by selected simulation results in order to show the benefits of the approach.