Systems and methods for customizing broadband content based upon passive presence detection of users are provided. A user device in proximity to a customer premise device may be detected. The customer premise device may be configured to output programming content received from a service provider. An identifier of the detected user device may be determined. Based at least in part on the identifier, an identity of a user may be determined. Based at least in part on the identity of the user, content that is output by the customer premise device may be customized.