Abstract: Described herein are online services provided to users based on the current context information of the users. In particular, a user may interact with an interactive device to stream media content from a remote service provider. The user may provide commands to the interactive device using a voice command. The interactive device may transmit requests based on such user command. In order for the service providers to provide customized services, the interactive device can be configured to capture additional contextual data indicative of an environment of the user such as ambient sound and provide such contextual data to the service provider. The service provider can utilize such contextual data to generate content recommendations suitable to the current context of the request or command or user.