1. A computer implemented method of controlling channel resource consumption of an application provided on a social networking website, the method comprising: determining a user affinity score of the application based on user interactions with the application of a plurality of users, wherein the user interactions are indicative of user affinity of the users towards the application; determining an allocation of a channel resource for the application based on the user affinity score; monitoring a use of the channel resource by the application during a first time interval; and responsive to the use of the channel resource by the application during a first time interval meeting the allocation, preventing the application from using the channel resource during a remainder of the first time interval.