Generic streaming media device configured as set top box

Methods and systems are described for setting up, in one embodiment, a generic streaming media device as a set-top box for a multichannel content provider that provides a content delivery service. The set up process can be performed automatically and as background operations while a user manually sets up the device, in foreground operations, for use with an online streaming media store or source of content. The set up process can use a device token that was previously associated with the multichannel content provider for use with the device during the set up process. The device token can be stored by the developer of the device and sent by the developer to the multichannel content provider during a set up process of the device; the device token can be opaque to the developer but provides information used by the multichannel content provider to set up the device as a set top box.