This disclosure describes systems, methods, and computer-readable media related to segmenting media content playlist for dynamic insertion of non-entertainment content during a streaming session.A request for media content associated with a streaming session in a network may be received from one or more client devices. In response to the received request, a media content playlist may be identified. In response to the received request, a non-entertainment playlist may be identified, where the non-entertainment playlist comprises one or more references pointing to one or more non-entertainment content, the one or more references including at least a first reference pointing to a first non-entertainment content and a second reference pointing to a second non-entertainment content. the media content playlist may be segmented into one or more segments including at least a first segment and a second segment. the first reference may be appended to the first segment and the second reference may be appended to the second segment. the first segment and the appended first reference may be transmitted for consumption by the one or more client devices. based at least in part on a received indication, it may be determined to update the second non-entertainment content with a third non-entertainment content using the second reference. the second non-entertainment content may be updated with the third non-entertainment content.