Techniques for content testing during image production are described herein. Information associated with a content item may be loaded onto a first virtual machine instance and a second virtual machine instance. On the second virtual machine instance, production of a virtual machine image including the information associated with the content item may be initiated. On the first virtual machine instance, a first instance of the content item may be executed. At least part of a time during which the first instance of the content item is executed may occur during the production of the virtual machine image. Upon completion of production of the virtual machine image and approval of its use, the virtual machine image may be replicated onto other content item instances, and the first virtual machine instance may be terminated or repurposed.