Providing re-addressable alternate video content to consumers during trickplay modes of operation. For example, providing first video content for standard playback to a consumer; receiving a first consumer request for a first trick mode operation during the standard playback of the first video content; responsive to the first consumer request, providing addressable second video content, different from the first video content, to the consumer; receiving, during providing of the addressable second video content, a second consumer request for a second trick mode operation on the addressable second video content; and responsive to the second consumer request, providing addressable third video content, different from the first and second video contents, to the consumer.