It's hard to keep track of who's doing what when it comes to the super hot areas of online video and user-generated video content.

Today, Peter Chernin, a top exec at news conglomerate News Corp., said his company might develop a rival for popular video sharing site YouTube through its MySpace social networking site. (Chernin spoke at CTIA today.)

What's gotten MySpace in a knot about this? According to this report, Chernin said he thinks that as much as 70 percent of YouTube's traffic is coming directly from MySpace. In other words, YouTube is stealing a bunch of people from MySpace's pages, and Chernin is not happy about it.

And it sounds like Apple won't have Disney as its only movie partner on iTunes for long. News Corp. is hammering out a deal to sell movies from Fox's studio on the service, according to this report. But News Corp. also wants to sell its own music downloads on MySpace.

Meanwhile, News Corp. has partnered with Google on search, but no word on how that might impact Google Video, the company's growing collection of video content. Confused yet?

And don't think that Microsoft is keeping out of all this. The LiveSide Web site has posted a screenshot and details of what it says is of Microsoft's upcoming video service, called Soapbox.

And Microsoft is apparently testing out a video search service for Windows Live.