The present disclosure is directed to providing supplemental content to one or more client devices requesting multimedia content. The supplemental content may be determined or selected based on the availability of one or more device channels, such as a display, speakers, or other component of the one or more client devices capable of providing an output. The supplemental content may also be selected based on one or more characteristics of the requested multimedia content, such as a genre, subject matter, or duration. Furthermore, the supplemental content may be determined or selected based on the portions of the requested multimedia content that are the most prominent or significant, such as any audio content, any video content, and/or any textual content. The supplemental content may be provided to the one or more client devices such that it is displayed before, during, or after the display of the requested multimedia content.