An apparatus and method are disclosed that enable an interactive voice response (IVR) system to select, tailor, and deliver a “filler” content stream to a calling telecommunications terminal during a delay in a call (e.g., when performing automated speech recognition, retrieving other content, etc.). The delivery of the filler content can reduce the chance that the caller terminates the call prematurely, and can also be used to provide information to the caller, advertise new products, etc. The filler content can be based on one or more of the following: the date and time, the identity of the caller, a prior call to the IVR system, the type of the calling telecommunications terminal, and a content stream that the IVR system is in the process of retrieving.