A system for Digital Rights Management (DRM) license delivery is presented in which the license and encrypted content is accessed from a unique download URL address for each unit of encrypted content for each subscriber. The license is delivered only a limited number of times from each URL (typically once, but optionally more than once) and is delivered to the client system that first accesses the URL (or if more than one license delivery is authorized by the content owner or distributor) to the same or different client system that accesses the URL up to the maximum number of license delivery events authorized.. When the subscriber is ready to view the content, the subscriber clicks on the download URL to cause the browser for the subscriber client system to request the web page located at the unique URL location. In response to the request, the host system delivers a license and the encrypted content to the subscriber client system that accessed the URL. If the unique download URL is accessed subsequent times, the host system delivers the encrypted content, but does not re-deliver the license. Since the subscriber client system has already stored the license, if the subscriber client system re-accesses the site, it will be able to download and play the media content for so long as the terms of the license permit. However, if another client system accesses the unique URL address, for example if the subscriber e-mails the URL address to another user, the content can be downloaded but will not be played by the subsequent client system because the license is not re-delivered.