Techniques regarding aligning content playback with a vehicle's estimated travel time are provided. For example, one or more embodiments described herein can comprise a system, which can further comprise a processor that executes computer executable components stored in memory. The system can also comprise a travel component that can receive information regarding vehicle navigation. Further, the system can comprise a ranking component that can rank relevancy of classified content based upon preferences and context of an entity in a vehicle. Moreover, the system can comprise a content selection component that can select a first set of content for play to the entity based in part on estimated travel time of the vehicle and the relevancy of the classified content.