Systems and methods are described for subscriber-driven resource shifting in an attempt to maximize delivery of desirable content to subscribers while minimizing the impact of that content delivery to network infrastructure resources. When a media plan subscriber requests access to media content, and the requested object is determined not to be “watch-nowable” (e.g., it would be undesirable to deliver the object in substantially real time to the subscriber given present communications resource availability) embodiments identify a number of content objects that are presently watch-nowable content objects with respect to the requesting subscriber. Of those watch-nowable content objects, various techniques are presented for determining a set of alternate content objects, including those most likely to provide the subscriber with a similar level of engagement. Embodiments present those alternate content objects to the requesting subscriber as alternatives to the requested content object in exchange for a discount.