Systems, methods, and media for identifying and associating user devices with media cues are provided. In some embodiments, a plurality of data streams from a plurality of endpoints is received. At least one media segment is then received from a user device. It is determined whether the at least one media segment from the user device corresponds with one of the plurality of data streams from the plurality of endpoints. In response to being unable to match the at least one media segment, a media cue is inserted into one of the plurality of data streams. In response to detecting that the media cue in that data stream is received by the user device, identification information is transmitted to the user device that associates the user device with one or more services on a communications server.