A computer-implemented method for dynamically generating and embedding watermarks into content during a viewing of the content, characterized by the following steps: distributing the content through two or more distribution devices (202a-202n), including a first source device and one or several further devices (202b-202n); whereby the first source device includes an embedder and a device identifier and receives a digital signal with the content as a carrier for the watermark and delivers a signal of a digitally watermarked media content to the one or several further distribution devices (202b-202n) via a communication channel connecting the first source device to the one or several further distribution devices (202b-202n), the communication channel including one or more wired or wireless connections; obtaining with the device identifier at the first source device via one or more applications running on the first source device or via a HDMI identifier one or more relevant device identifiers from each of the distribution devices (202a-202n); by using the device identifiers from each of the distribution devices (202a-202n), generating and embedding into the content at the first source device a first watermark payload based upon a chain of the distribution devices (202a-202n) through which the content is distributed; detecting with the device identifier at the first source device a change in the chain of the distribution devices (202a-202n), wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting an additional distribution device (202a-202n) in the chain, or wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting removal of at least one of distribution devices (202a-202n), or wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting replacement of at least one of the distribution devices (202a-202n) with at least one additional distribution device (202a-202n); altering the first watermark payload based upon the detected change in the chain of the distribution devices (202a-202n) to generate a new watermark payload; embedding with the embedder at the first source device the new watermark into the content, wherein the content comprises a digital movie file and the first watermark payload is embedded in first frames or frame groups of the content and the new watermark payload is embedded in second frames or frame groups of the content during the playback of the content to reflect changing the chain of the distribution devices (202a-202n). distributing the content through two or more distribution devices (202a-202n), including a first source device and one or several further devices (202b-202n); whereby the first source device includes an embedder and a device identifier and receives a digital signal with the content as a carrier for the watermark and delivers a signal of a digitally watermarked media content to the one or several further distribution devices (202b-202n) via a communication channel connecting the first source device to the one or several further distribution devices (202b-202n), the communication channel including one or more wired or wireless connections; obtaining with the device identifier at the first source device via one or more applications running on the first source device or via a HDMI identifier one or more relevant device identifiers from each of the distribution devices (202a-202n); by using the device identifiers from each of the distribution devices (202a-202n), generating and embedding into the content at the first source device a first watermark payload based upon a chain of the distribution devices (202a-202n) through which the content is distributed; detecting with the device identifier at the first source device a change in the chain of the distribution devices (202a-202n), wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting an additional distribution device (202a-202n) in the chain, or wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting removal of at least one of distribution devices (202a-202n), or wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting replacement of at least one of the distribution devices (202a-202n) with at least one additional distribution device (202a-202n); - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting an additional distribution device (202a-202n) in the chain, or wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting removal of at least one of distribution devices (202a-202n), or wherein - detecting the change in the chain of the distribution devices (202a-202n) comprises detecting replacement of at least one of the distribution devices (202a-202n) with at least one additional distribution device (202a-202n); altering the first watermark payload based upon the detected change in the chain of the distribution devices (202a-202n) to generate a new watermark payload; embedding with the embedder at the first source device the new watermark into the content, wherein the content comprises a digital movie file and the first watermark payload is embedded in first frames or frame groups of the content and the new watermark payload is embedded in second frames or frame groups of the content during the playback of the content to reflect changing the chain of the distribution devices (202a-202n).