There is provided a method and system for allocating an entitlement to digital media content. In one implementation, the system includes a media server accessible over a communications network and configured to utilize a processor to issue the entitlement including a transferable authorization to access the digital media content to a first user, and to store an entitlement record identified with the first user and authorizing access to the digital media content by the first user in a memory of the media server. The media server is further configured to receive a communication including a data corresponding to the transferable authorization to access the digital media content from a second user and to update the entitlement record to authorize access to the digital media content by the second user.