Some exemplary embodiments include a method performed at a streaming service. The streaming service determines that a video stream is to be provided to a user device. The video stream corresponds to video content selected by the user device that is available on-demand. The video stream is to include multiple subclips corresponding to the selected content and a dynamic content insertion opportunity (DCIO). A first set of multimedia data is transmitted to the user device. The first set of multimedia data corresponds to a first subclip of the selected content. The streaming service determines whether a predetermined condition corresponding to the DCIO is satisfied. When the predetermined condition is satisfied, the streaming service transmits a second set of multimedia data to the user device. The second set includes multimedia data corresponding to at least the multiple subclips.

Other exemplary embodiments include a server with a communication interface configured to provide a video stream to a user device and a processor configured to perform operations. The operations include, determining that a video stream is to be provided to the user device. The video stream corresponds to video content selected by the user device that is available on-demand. The video stream is configured to include multiple subclips corresponding to the selected content and a dynamic content insertion opportunity (DCIO). A first set of multimedia data is transmitted to the user device. The first set of multimedia data corresponds to a first subclip of the selected content. When a predetermined condition corresponding to the DCIO is satisfied, a second set of multimedia data is transmitted to the user device. The second set includes at least multimedia data corresponding to the multiple subclips.