In accordance with one or more aspects of the referencing data in triggers from applications, a device can store multiple triggers for media content. For each of these triggers, a check is made as to whether a presentation of media content satisfies a criteria portion of the trigger. When the presentation satisfies the criteria portion, one or more actions in a payload portion of the trigger are performed. Additionally, data in the triggers can be referenced by applications executing on the device. These applications include applications that are launched as part of the one or more actions when the criteria portion of a trigger is satisfied, as well as other applications executing on the device.