The Internet of vehicles (IoV) is an important part of a smart city. It can provide road safety, traffic management, autonomous driving, and Internet content distribution services. Among them, the content distribution service is an Internet value-added service for vehicles or their occupants. It faces more stringent security challenges than traditional Internet services. The key agreement protocol for the Internet of vehicles value-added service can initialize the session key for its secure communication, but most of the existing multi-server protocols have the shortcomings of anonymity and forward security. Recently, Vasudev et al. proposed a lightweight authentication protocol for value-added services in IoV using Hash functions. Cryptanalysis shows that in addition to the vulnerability of anonymity and forward security, the protocol also has fatal flaws such as the loss of the master key of the system due to the loss of the smart card. In order to overcome these flaws, elliptic curve cryptography (ECC) and Hash function are used to design an authenticated key agreement protocol suitable for the value-added services in IoV. Security analysis shows that the proposal can satisfy the authenticated key agreement security in the random oracle model, has strong anonymity and forward security, and can resist known Internet attacks. Performance analysis shows that the security of the proposed protocol is better than similar protocols, and the communication overhead on the user side is reduced by at least 34%.