Methods and systems for managing the playback of media content via a website accessed by a user computer are described. According to aspects, the methods and systems may access and retrieve various data associated with media content such as engagement data related to an interaction by a user with the media content playback, as well as social media data relating to playback of a set of media content by a set of additional users. The methods and systems may analyze any combination of the data to identify a relevant media file that may be of interest to the user and provide the media file to the user computer for playback by the user. The analysis models may be continuously updated and used to improve media selection and streamline partnerships with third-party entities.