By Frank Caron
May 12, 2008 - 11:20AM CT

When it comes to social video, Microsoft isn't letting Google win by default. The company today has announced the launch of a new social video service integrated tightly into its instant messaging application Windows Live Messenger. "MessengerTV," as its called, is now up and running in 20 countries.

Though the US has been excluded from this initial launch, Windows Live Messenger users in Canada, New Zealand, Australia, Singapore, Brazil, Mexico and more can now enjoy the collection of videos pooled from MSN Video's collection, including shows, music videos, and the best of the web's viral content from countless providers.

The launch of the service marks a significant step for Microsoft, which has struggled to gain ground against video sites such as YouTube. Despite heavy integration in the form of constant ads in Windows Live Messenger and Windows Live Today, the company's MSN Video service pales in comparison to its competitors. Microsoft is hopeful that further integration with its popular messaging service will help to bolster its online video presence.

"Online video has exploded in popularity over the last year, but to date it has been something people watch on their own. Messenger TV is set to change all that," said John Mangelaars, the vice-president, EMEA, of consumer and online for Microsoft, told Reuters. "Watching video online can now be a social experience, as people watch videos together, make comments and share reactions."