A video conference system may include two or more video conference endpoints, each having a display configured to display content. The video conference system may detect a plurality of participants within a field of view of a camera of the system. The video conference system may determine an attention score for each endpoint based on the participants. The video conference system may determine whether the content of the first endpoint and/or the content of the second endpoint are active content based on whether the attention scores exceed a predetermined threshold value. The video conference system may send to secondary video conference systems an indication of the active content to enable the secondary video conference systems to display the active content.