In the following, a content delivery system delivers a modified version of a media asset to a current content consuming user. Control information identifying a desired attribute of the modified version of the asset is received from the current content consuming user. The media asset is modified based on the control information and audience reaction data associated with the media asset and generated by analyzing at least a previous content consuming user's reactions to the media asset while the media asset was supplied to a media output device of the previous content consuming user.