A contextual menu system may be configured to perform operations that include: identifying a media category based on a user profile, the user profile comprising user profile data; causing display of a GUI that includes a content menu, the content menu comprising at least a display of a set of media items associated with the media category identified based on the user profile data, the set of media items comprising at least a first media item; accessing the user profile data of the user profile, the user profile data including a browser history associated with the user profile; identifying the first media item among the browser history; and removing the content menu within the GUI in response to the identifying the first media item among the browser history.