1. A method comprising: accessing a datastore of user ratings of media objects including a seed media object, a first media object and a second media object, each user rating including a rating value associated with a user identifier and a media object; identifying, via the computing device, one of a first media object and a second media object as more similar to the seed media object using the user ratings, the identifying comprising: identifying, via the computing device, a seed set of user ratings associated with the seed media object, a first set of user ratings associated with the first media object and a second set of user ratings associated with the second media object; for each user identifier appearing in user ratings in both the seed set and the first set, generating, via at least one processor of the computing device, a first object user similarity value based on the rating values of the user ratings of the seed media object and the first media object, the first object user similarity value being generated by calculating a difference between the rating value of the first media object and the rating value of the seed media object; calculating, via at least one processor of the computing device, a first media object total similarity value based on the generated first object user similarity values by squaring each of the generated first object user similarity values to obtain a set of squared first object user similarity values, and adding each of the squared first object user similarity values to obtain the first object total similarity value; for each user identifier appearing in user ratings in both the seed set and the second set, generating, via at least one processor of the computing device, a second object user similarity value based on the rating values of the user ratings of the seed media object and the second media object, the second object user similarity value being generated by calculating a difference between the rating value of the second media object and the rating value of the seed media object; calculating, via at least one processor of the computing device, a second media object total similarity value based on the generated second object user similarity values by squaring each of the generated second object user similarity values to obtain a set of squared second object user similarity values, adding each of the squared second object user similarity values to obtain the second object total similarity value; comparing, via at least one processor of the computing device, the first media object total similarity value with the second media object total similarity value.