A user may indicate an interest relating to events such as objects, persons, or activities, where the events included in content depicted in a video. The user may also indicate a configurable action associated with the user interest, including receiving a notification via an electronic device. A video item, for example a live-streaming sporting event, may be broken into frames and analyzed frame-by-frame to determine a region of interest. The region of interest is then analyzed to identify objects, persons, or activities depicted in the frame. In particular, the region of interest is compared to stored images that are known to depict different objects, persons, or activities. When a region of interest is determined to be associated with the user interest, the configurable action is triggered.