Techniques to control notifications for content items in a collaboration platform

A computer-implemented method, comprising:

• processing a content item being shared amongst a plurality of devices;
• identifying an indirect relationship between the shared content item and a user of a device of the plurality of devices;
• and
• storing subscription data for the shared content item based upon the indirect relationship, the subscription data corresponding to communicating a notification message to the device in response to an activity corresponding to the shared content item.

At least one computer-readable storage medium comprising instructions that, when executed, cause a system to:

• process a content item being shared amongst a plurality of devices;
• identify an indirect relationship between the shared content item and a user of a device of the plurality of devices;
• and
• store subscription data for the shared content item based upon the indirect relationship, the subscription data corresponding to communicating a notification message to the device in response to an activity corresponding to the shared content item.