Disclosed herein are system, apparatus, article of manufacture, method and/or computer program product embodiments, and/or combinations and sub-combinations thereof, for recommending content based on user behavior tracking and analysis. Some embodiments operate by determining tracking data for a user indicating how the user interacted with a menu structure of a streaming media application. A group is selected from a plurality of user groups into which to group the user based on the tracking data, wherein each group comprises data from a plurality of users. A streaming media content recommendation is determined based on previous viewing patterns associated with the plurality of users of the selected group. The streaming media content recommendation is provided.