A method includes determining, at a processor, a difference between a first user interest profile of a first user and a second user interest profile of a second user. The difference is associated with a portion of a first streaming media item. The method further includes transmitting, to a device associated with a third user interest profile of a third user, a first indication associated with the first streaming media item based on the difference. The first user, the second user, and the third user are distinct users.