New software that allows users to download and save streaming multimedia content could present problems for a media industry looking to monetize that content's presentation online, reports ClickZ.

The software, called Replay Media Catcher and made by Applian Technologies, allows users to record streaming Flash video or MP3 audio files, which they can then save to their hard drive. The software can also separate out pre-roll or in-stream ads in the media, which can be skipped over or eliminated from the downloaded file completely.

That means trouble for media companies that seek to sell those ads based on the number of viewers, a metric that's rendered useless if people download the file. It also means trouble for the advertisers looking to buy that in-stream inventory, since they lose valuable reporting numbers.

Despite the potential upsetting of the media/advertiser dynamic, Applian says it has received no complaints about its software from either content creators or organizations such as the Recording Industry Association of America, which polices the internet for copyright and usage infringement.