FIG. 1 shows an example of a system which has multiple components and multiple entities that can interact to provide content delivery to a plurality of devices, such as a plurality of generic streaming media devices. FIG. 1 shows two devices 27 and 29 which can be generic streaming media devices such as Apple TV devices or Roku players or other such devices. These generic streaming media devices can be considered generic because they do not include hardware, such as dedicated authentication hardware, that is dedicated to operate with a single, particular multichannel content provider. It will be appreciated that there can be millions of such devices distributed around the world and coupled through the Internet to a plurality of multichannel content providers as well as to the developer 25 which can be the developer of the devices such as devices 27 and 29 or the developer of the operating system used on the devices 27 or 29. These devices can be coupled to one or more networks 24 which can be the Internet in one embodiment. Both devices can be coupled to a display device such as a TV 37 or one device could be coupled to a TV while another device uses a built-in display such as a touchscreen on the device. The devices shown in FIG. 1 can be developed by a developer (e.g., Apple or Roku) of the device such as the developer 25 shown in FIG. 1. In one embodiment, the developer 25 of the device or the operating system of the device is an entity which is different than the multichannel content providers, such as multichannel content providers 20 and 22. The multichannel content providers 20 and 22 are coupled to the Internet 24, and each is coupled to receive a plurality of content channels, such as content channels 10, 12, 14, and 16. These content channels can be, for example, ESPN, NBC, CBS, FOX, ABC, TNT, etc. The multichannel content providers can be any one of the entities known as Comcast, Charter Communications, Dish Networks, Cox Communications, and other known multichannel content providers or multiple channel video programming distributors. In one embodiment, each generic streaming media device, such as device 27 and device 29 can be configured to act as a set-top box for more than one multichannel content provider. In one embodiment, the multichannel content providers can be considered to be aggregators of content and distributors of the aggregated content to subscribers of their content delivery service.