An example approach for enabling content to be distributed based on user and device related execution criteria is described. A collaboration platform determines one or more execution criteria for at least one device based, at least in part, on presence information, capability information, characteristic information, or a combination thereof of at least one other device within proximity of the at least one device. The collaboration platform also determines an execution of the one or more content items based, at least in part, on one or more execution criteria associated with the one or more content items.