1. A method for predicting the behavior of a current user of an interactive television service, the method comprising: observing activity associated with a set top box of a current user engaging with the interactive television service; collecting the observed activity in a database; identifying, by the set top box, activities of the current user engaging with the interactive television service and conditions surrounding each of the identified activities of the current user, including amount of time the current user participated in each of the identified activities; accessing a first collection of data comprising data associated with: (i) cumulative activities associated with a set top box of other users, (ii) conditions surrounding the cumulative activities associated with a set top box of the other users, including amount of time that each other user participated in each respective activity, and (iii) patterns of behavior associated with the cumulative activities associated with a set top box of the other users and the conditions surrounding the cumulative activities associated with a set top box of the other users, wherein the cumulative activities include viewing interactive television programming; comparing the identified activities and the surrounding conditions associated with the identified activities of the current user with the cumulative activities and the surrounding conditions associated with the cumulative activities of the other users to identify similarities therebetween; identifying a pattern of behavior associated with the identified similarities between the identified activities and the surrounding conditions associated with the identified activities of the current user and the cumulative activities and the surrounding conditions associated with the cumulative activities of the other users; and attributing to the current user the identified pattern of behavior as a future behavior of the current user.