A user factor is analyzed to establish a context in which a user will view a video segment. A data source is selected from a metadata associated with an enhanced video segment. Replacement data is obtained from the data source, where the replacement data corresponds to the context. The replacement data is arranged in a layout, the layout being selected from the metadata according to a device feature of a device on which the user will view the video segment. A set of pixels that represents a first data in a data overlay in the frame is changed, the changed set of pixels representing the layout containing the replacement data. A modified video segment is transmitted, which includes a video content from the video segment and the changed set of pixels.