Approaches presented herein enable customization of content being consumed at a location. More specifically, a plurality of participants is identified as being located within an area. A data source corresponding to each of at least two participants is analyzed for preferences of the participants. Based on this analysis, a set of preferences for the participants is mapped, and this mapping includes linking related preferences of different participants. A sentiment of the plurality of participants is identified based on a real-time data feed that captures actions of the plurality of participants located within the area. A scored set of content is selected based on the mapped set of preferences and the identified sentiment of the plurality of participants.