The expected growth in mobile video demand over broadband cellular networks is one of the key factors driving the wireless industry to develop the fifth generation of network technology. This scenario is fueling the need for group-oriented services (i.e., multicast and broadcast) in order to efficiently manage the radio resources, and consequently grant different groups of users simultaneous access to the same multimedia content with differentiated quality of service. The evolved multimedia broadcast multicast service (eMBMS), standardized by the Third Generation Partnership Project, is one of the technologies likely to be extended to 5G systems with the aim of addressing point-to-multipoint services. In addition, non-orthogonal multiple access (NOMA) techniques are also being considered as a driver to increase the efficient use of the spectrum in multi-user environments with asymmetric data delivery. The present article proposes the joint use of subgrouping multicast techniques and NOMA in an eMBMS-like scenario. Performance is evaluated in envisaged 5G environments, where different quality video services are delivered to a group of users interested in the same contents.