1. A method comprising: receiving audio or video data, at a player device, via a communications connection, wherein the audio or video data includes a digital watermark that encodes a device ID and a reference to a remote database from which additional data related to the audio or video data can be retrieved; decoding, at the player device, the watermark to extract the device ID and the reference to the remote database; determining to restrict playback of the audio or video data based at least on the device ID; playing back the audio or video data, by the player device, based on the determination; and retrieving, using the reference to the remote database, the additional data from the remote database.