Dynamic materialization of a feed is described. A request for a feed is received. A state of the feed is determined. Responsive to determining that the state is the inactive state, causing materialization of the feed by populating a materialized feeds table in a second non-relational database system with feed items of the feed from the first relational database system, and setting the state of the feed to the activating state. Responsive to determining that the state is the active state, causing the request for the feed to be processed from the materialized feeds table in the second non-relational database system. Responsive to determining that the state is the disabled state, causing the request for the feed to be processed from the first relational database system, and causing an update of the materialized feeds table in the second non-relational database system to be postponed for a predetermined amount of time.