Disclosed are systems, methods, and computer-readable storage media to select content to present to a user are disclosed. In one aspect, a method includes determining a content consumption rate of the user, and selectively presenting content to the user based on the content consumption rate. The content consumption rate may be determined based on a number of media content presented to the user over a period of time. If the number is above a threshold, a first type of content may be presented, while if the number is below (or equal) to the threshold, a second type of content, or in some aspects, no content, may be presented. After the selective presentation, additional content may be presented regardless of the content consumption rate.