1. A method for identifying similar media objects 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 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 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; calculating a first media object total similarity value based on the generated first object user similarity values; for each user identifier appearing in user ratings in both the seed set and the second set, generating 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; calculating a second media object total similarity value based on the generated second object user similarity values; comparing the first media object total similarity value with the second media object total similarity value; and identifying the first media object as more similar to the seed media object than the second media object based on results of the comparing operation.