Described herein are techniques for streaming digital media content, such as music, video, or television content. In accordance with some embodiments, a server system associated with a media-providing service provides first media content to a user of the media-providing service. The server system analyzes the first media content and selects second media content for delivery in conjunction with the first media content based at least in part on the analysis of the first media content. The method further comprises providing the second media content in conjunction with the first media content.