1. A method comprising: receiving fingerprint data derived from uploaded visual or audio entertainment content, said uploaded content having been uploaded by a user to a first party's online video service, for free distribution from the online video service to the public; determining plural items of reference content, from a universe of reference content, that are possible matches of said uploaded content, said determining being based on the received fingerprint data and being performed by a computer system configured to perform such act; identifying to a second party, different than the first party, at least a portion of the uploaded content item, and at least a portion of one of the determined reference content items; collecting assessment data from said second party, the assessment data indicating a result of a comparison of the uploaded and reference content items by one or more human reviewer(s); using said assessment data in concluding that one of said items of reference content corresponds with said uploaded entertainment content item; storing data memorializing said correspondence; and controlling distribution of the uploaded content from the online video service to the public, based on said concluding.