The present invention extends to methods, systems, and computer program products for adjusting user interfaces based on entity location. Embodiments of the invention provide applications (or an operating system) with entity distance/proximity data. Applications can then scale content appropriately based on the proximity data. An operating system contains a distance/proximity driver framework for distance/proximity aware hardware sensors (IR, Radar, capacitive, camera, other). The proximity framework performs distance/proximity/number of viewers calculations from sensor data to formulate proximity data. From the proximity data, an application can determine how to scale user interface data.