Abstract-Over the years, the demand for high bandwidth services, such as live and on-demand video streaming, steadily increased. The adequate provisioning of such services is challenging and requires complex network management mechanisms to be implemented by Internet service providers (ISPs). In current broadband network architectures, the traffic of subscribers is tunneled through a single aggregation point, independent of the different service types it belongs to. While having a single aggregation point eases the management of subscribers for the ISP, it implies huge bandwidth requirements for the aggregation point and potentially high end-to-end latency for subscribers. An alternative would be a distributed subscriber management, adding more complexity to the management itself. In this paper, a new traffic management architecture is proposed that uses the concept of Software Defined Networking (SDN) to extend the existing Ethernet-based broadband network architecture, enabling a more efficient traffic management for an ISP. By using SDN-enabled home gateways, the ISP can configure traffic flows more dynamically, optimizing throughput in the network, especially for bandwidth-intensive services. Furthermore, a proofof-concept implementation of the approach is presented to show the general feasibility and study configuration tradeoffs. Analytic considerations and testbed measurements show that the approach scales well with an increasing number of subscriber sessions.