Residential broadband consumption is growing rapidly, increasing the gap between ISP costs and revenues. Meanwhile, proliferation of Internet-enabled devices is congesting access networks, frustrating end-users and content providers. We propose that ISPs virtualize access infrastructure, using open APIs supported through SDN, to enable dynamic and controlled sharing amongst user streams. Content providers can programmatically provision capacity to user devices to ensure quality of experience, users can match the degree of virtualization to their usage pattern, and ISPs can realize per-stream revenues by slicing their network resources. Using video streaming and bulk transfers as examples, we develop an architecture that specifies the interfaces between the ISP, content provider, and user. We propose an algorithm for optimally allocating network resources, leveraging bulk transfer time elasticity and access path space diversity. Simulations using real traces show that virtualization can reduce video degradation by over 50%, for little extra bulk transfer delay. Lastly, we prototype our system and validate it in a test-bed with real video streaming and file transfers. Our proposal is a first step towards the longterm goal of realizing open and agile access network service quality management that is acceptable to users, ISPs and content providers alike.