I guess it is done by DNS load balancing by a 3rd party provider such as one of these:
https://www.maxcdn.com/blog/dns-load-balancing-comparison-4-services/
Maybe something that could be implemented in the future.
For now I will have user select their (closest) location and go to different video player pages based on where my edge servers are located, UK, USA, Australia. Or maybe I can find a geo based plugin for wordpress to rewrite links automatically based on continent or sub-continent (eg South Europe). This would save loads of work having to add every country 2 digit code etc.