Operation 319 can occur when a new device is enrolled so that it can be configured automatically in background operations as a set-top box for the content provider 301. In one embodiment, operation 319 can involve transmitting an identifier of the device, such as a serial number of the device or other device identifier along with an associated device token which has been generated by the content provider for that particular device identifier. In one embodiment, operation 319 can register a batch of devices in a batch registration process that identifies a plurality of device identifiers and a plurality of associated device tokens, one device token for each corresponding device identifier. Batch registration can occur as a result of a purchase by the content provider 301 of a plurality of streaming media devices from the developer, such as developer 25 shown in FIG. 1. Each of the devices purchased can then be enrolled by generating a device token for each device and then providing a combination of the device identifier and the device token for each device in operation 319. In the example shown in FIG. 3, the enrollment operation 319 can use a device provisioning service 305 which provides an exposed application programming interface (API) that can be used at set up time of the device to provision the device to act as a set-top box for the content provider 301. In one embodiment, this API can be used to program the device token into the device at set up time of the device. In one embodiment, a content provider may create (or cause to be created) the same device token for the same user (or set of users such as a family) who uses multiple devices so that in this example, multiple devices can have the same device token. After operation 319, the new device is enrolled in operation 321 with the activation server 307 by, for example, storing the device identifier for the particular enrolled device, and this device identifier can be used by the activation server 307 to retrieve the associated device token when the device first boots up and provides its device identifier to the activation server 307. In operation 323, a profile of the device (which can include the device token for the device and an identifier of the content provider) and an endpoint identifier for the content provider 301 is stored in a profile service 311 in one embodiment. In one embodiment, the endpoint identifier can be a URL address which can be used during the set up process to authenticate the device as further described below. The profile (stored in operation 323) in one embodiment can include the unique identifier for the content provider 301 and the device token for the particular device that has been enrolled in operation 321. After operation 323 has been completed, the device can then be set up automatically in a silent authentication manner to act as a set-top box for the content provider 301. This can begin in operation 325 which can be a first user boot up of the device. In one embodiment, the device may have previously been booted up in a factory (e.g., for testing of the device) but can then be reset to indicate that the next boot up is the user first boot up of the device. In operation 325, the device 309 contacts an activation server 307 and sends the device identifier of the device to the activation server 307. The activation server 307 uses the device identifier to determine that the device has been enrolled and returns in operation 327 in enrollment indicator to the device 309 which in turn causes the device in operation 329 to obtain the profile of the device from the profile service 311 and to also obtain metadata about the content provider 301. In one embodiment, the metadata may be included in the profile. In operation 331, the profile service 311 returns the profile and metadata to the device 309 which can then exchange one or more messages and perform one or more actions in operation 333 to authenticate the device for content delivery through the content provider 301.