An approach is provided for content aggregation in support of virtual channels. Query information and authentication information of a user are received from a media application associated with a set-top box. A query request is generated for media content from a content provider using the query information, the authentication information, and an identifier of a service provider. Transmission of the query request is initiated to the content provider system. One or more search results are received in response to the query request. Transmission of the one or more search results is initiated to the media application.