Systems, methods, and computer readable media are provided for automatically personalizing virtual reality content ratings using biometric data on a head-mountable display (HMD) device. A server includes a transceiver configured to transmit and receive data to and from a first electronic device, a memory, and at least one processor operably connected to the memory and the transceiver. The processor(s) is configured to receive application data and biometric data, wherein the biometric data corresponds to the application data from the first electronic device, generate a rating for an application related to the application data, wherein the generated rating is based on the biometric data, and store the generated rating to a database corresponding to the application in an online store.