Abstract: The present disclosure provides methods and apparatus for sending content to a media player. In general, a user of the disclosed system consumes a plurality of media content (e.g., audio content, visual content, audiovisual content, etc.) distributed from a media server. The content preferably include advertising content and non-advertising content. Some or all of the content is selected by the system based on the user's specific requests, profile, preferences, and/or feedback, in conjunction with the profiles, preferences, requests, and feedback of other users, (e.g. using social media, social matching and/or collaborative filtering techniques). Preferably, the feedback includes statistical data indicative of partial experiences (e.g., user listened to 50%) of the content by one or more media consumers.