Systems and methods for dynamically altering shared content are provided. A set of media items to be shared with users of a content sharing service is identified. The set of media items includes a first media item associated with a first media item type and multiple second media items each associated with a second media item type. Each of the second media items correspond to at least one of a geographic location or a content preference associated with client devices connected to the content sharing service. In response to receiving a request for content from a first client device of the client devices connected to the content sharing service, a second media item is identified among the second media items. The identified second media item corresponds to a geographic location or a content preference associated with the first client device. The set of media items is updated by replacing the multiple second media items with the identified second media items and the updated set of media items is transmitted to the first client device, in accordance with the request for content.