Digital rights management techniques are described that address traits of a behavior of a user population that is to interact with digital content as part of a virtual or augmented reality environment. A digital rights management (DRM) module is implemented to manage a digital rights management policy to dynamically address traits and changes to the traits of a behavior of users that consume the digital content as part of an augmented or virtual reality environment. In another example, the DRM module may be configured to control access to physical objects through use of digital content output by an output device as part of the augmented or virtual reality environment.