Techniques for content deployment, scaling and telemetry are described herein. Once a content item is made accessible for deployment, one or more instances of the content item may be installed as an image on a virtual machine instance. Additional instances of the content item may then be launched on the same virtual machine instance and/or by copying the image onto any number of additional virtual machine instances. One or more instances of a content item may be configurable to execute with multiple simultaneously assigned users sessions. Information associated with content item instances may be collected, such as a number of occupied user sessions, a number of unoccupied user sessions, content item instance duration, memory usage, and the like. This information may, in some cases, be used to match and assign authorized users to appropriate content item instances.