Techniques for adaptive content transmission are described herein. During transmission of a content item, a network connection may be monitored to collect data corresponding to one or more network conditions associated with the transmission of the content item. Such network conditions may include, for example, network throughput, available network bandwidth, network latency and others. The collected data may be used to dynamically adjust one or more transmission attributes in connection with the transmitted content item. The one or more transmission attributes may be determined for adjustment at any desired transmission interval.