Automatic rating optimization is described. In an embodiment, ratings of a program can be received from one or more rating sources. Based on these ratings, a representation of a content selection mechanism can be sent to potential consumers of the content. Access events for the content can be counted over a duration of time so a determination can be made regarding how the ratings provided by each of the rating sources affect popularity of the content. A weight accorded to ratings received from each of the rating sources can be adjusted based on the determination. Profiles can be established for consumers and/or rating sources.