Digital rights management systems and methods for audience measurement are disclosed. Example methods disclosed herein include enabling a media handler implemented by a media device to begin presenting first media based on a first digital license associated with the first media. Such example methods also include retrieving a second digital license different from the first digital license from a license server separate from the media device. Such example methods further include causing the media handler to perform a first media monitoring operation based on the second digital license, the first media monitoring operation being deactivated by default.