Systems and methods can facilitate identifying 2D content in media that is suitable for conversion into 3D content, and converting the suitable 2D content into 3D content. The identifying can be based on quality criteria applied to the 2D content. For 2D content converted into 3D content, a user can be offered a choice between viewing the content in its original 2D form, or viewing the content in its converted, 3D form. The systems and methods can thereby provide users with greater choice of content and an enhanced viewing experience.