Methods, systems, and storage media are described for adjusting a bitrate for a data stream according to user consumption of the data stream. In embodiments, a computing device may determine a virtual resolution based on an absolute resolution of a display device associated with the computing device and a relative display size of the display device. The relative display size may be based on a user position and an absolute display size of the display device. The computing device may request data stream segments of a data stream encoded at a bitrate based on the virtual resolution, and provide the data stream segment for display on the display device. The virtual resolution may also be based on user attributes and/or device attributes. Other embodiments may be described and/or claimed.