A notification that has been generated for a user may be identified. The notification may pertain to a media content item. A determination may be made as to whether the user interacted with the media content item, and a further determination may be made as to whether the user has interacted with the notification. In response to determining that the user has interacted with the media content item and has not interacted with the notification pertaining to the media content item, an affinity score of the user with respect to the notification may be calculated. A condition associated with providing a subsequent notification to the user may be determined based on the affinity score of the user.