Aspects of the present invention provide an approach for customizing media content being consumed at a location. For each of the viewers in a group consuming the media content at the location, a media profile having a set of media content preferences is created. These media profiles are aggregated to generate a composite profile that has a set of content restriction preferences for the group. As the media content is provided to and being consumed by the group, the media content is analyzed to identify any elements that have attributes that may be unsuitable to some viewers. If an element has a suitability attribute that violates the content restriction preferences for the group, the media content is modified to filter out the element.