A method and system for accessing content on demand are described. In one embodiment, upon receiving a user request to access an instance of content (e.g., information that is independent of a particular physical medium), the identity of the user is authenticated. The request conveys a unique identifier of the instance of content and a key for activating the content corresponding thereto according to an instance of ownership stored therewith. The instance of ownership corresponding to the user in that instance of content is ascertained. Upon associating the instance of ownership corresponding to the user in the instance of content, the instance of content is activated to allow the user to access the instance of content according to the corresponding instance of ownership. Where access is demanded in excess of the instance of ownership, a transaction is initiated with which the instance of ownership can be upgraded.