Patent ID: 8850469

Claim:
A system comprising: at least one non-transitory computer readable medium having stored therein computer-executable components; at least one microprocessor that executes the following computer executable components stored on the at least one non-transitory computer readable medium: an identification component that determines a first rating format for a video to be streamed based in part on a first viewing context for the video, wherein the video comprises a plurality of segments respectively associated with rating information; a selection component that sends a request to a streaming media provider to play the video in the first rating format; a streaming component that receives, in response to the request, a first subset of the plurality of segments streamed from the streaming media provider via a network, wherein the first subset of the plurality of segments are associated with rating information reflecting the first rating format for the video; a presentation component that plays the video in the first rating format in response to receipt of the first subset of the plurality of segments; and an analysis component that identifies a change in the first viewing context during playing of the video in the first rating format, wherein in response to the change, the identification component identifies a second rating format for the video based on the change in the first viewing context, the selection component sends another request to the streaming media provider to play the video in the second rating format; the streaming component receives, in response to the other request, a second subset of the plurality of segments streamed from the streaming media provider via the network, wherein the second subset of the plurality of segments are associated with rating information reflecting the second rating format for the video, and the presentation component switches playing of the video from the first rating format to the second rating format in response to receipt of the second subset of the plurality of segments.