Techniques are provided for aggregating data about multiple user interactions with a media (video or audio) item and analyzing the aggregated data. Based on the analysis, a recommendation and/or a report may be generated. Alternatively, one or more changes are automatically made to the media item. A recommendation indicates how the media item may be improved. The recommendation may indicate where the media item should be modified. The recommendation is then provided to a creator of the media item. A report indicates where within the media item different user interactions are occurring. If a change is automatically made to a media item, then a report may be generated that indicates a difference between user interactions before the change and after the change.