Apparatuses, methods and storage medium associated with content distribution and consumption are disclosed herein. In embodiments, an apparatus may include a decoder and a presentation engine. The decoder may be configured to receive and decode a primary content. The presentation engine may be configured to process and present decoded primary content. Processing of the decoded primary content may include identification of a feature in a frame of the primary content, and integration of a secondary content with the feature. Presentation of the decoded primary content may include presentation of the decoded primary content with the secondary content integrated with the feature of the frame. Other embodiments may be described and/or claimed.