In one aspect, an example method includes (i) receiving, by a computing system, media content; (ii) generating, by the computing system, a fingerprint of the received media content; (iii) determining, by the computing system, that a channel-change operation was performed; (iv) responsive to determining that the channel-change operation was performed, transmitting, by the computing system, the generated fingerprint to a content identification server to identify the received media content; and (v) performing an action based on the identified media content.