Tailoring automatic document scrolling to content and properties of the content increases readability of the document for a user. Instead of a user being forced to adjust to variations in content of a document while automatic scrolling proceeds at a constant rate or being forced to interrupt the automatic scrolling, the automatic scrolling shifts scroll speed for content variations. An application that presents a document and allows for automatic scrolling through the document, computes various scroll values for different document content and/or different properties of the same document content.