A method of identifying a digital data stream having at least one of audio content or video content, comprising: receiving the digital data stream at a content consumption site; generating digital signatures from the digital data stream during playback of the digital data stream at the content consumption site by: extracting a first non-payload portion from a first data packet of the digital data stream, the first data packet including the first non-payload portion and a first payload portion; extracting a second non-payload portion from a second data packet of the digital data stream, the first data packet and the second data packet included in a first block of consecutive data packets; concatenating the first non-payload portion and the second non-payload portion to form a first signature; extracting a third non-payload portion from a third data packet of the digital data stream, the first data packet including the third non-payload portion and a second payload portion; extracting a fourth non-payload portion from a fourth data packet of the digital data stream, the third data packet and the fourth data packet included in a second block of consecutive data packets; and concatenating the third non-payload portion and the fourth non-payload portion to form a second signature; comparing the first signature and the second signature to one or more reference signatures associated with a reference site; and identifying the digital data stream based on the comparison of the first and second signatures to the one or more reference signatures. receiving the digital data stream at a content consumption site; generating digital signatures from the digital data stream during playback of the digital data stream at the content consumption site by: extracting a first non-payload portion from a first data packet of the digital data stream, the first data packet including the first non-payload portion and a first payload portion; extracting a second non-payload portion from a second data packet of the digital data stream, the first data packet and the second data packet included in a first block of consecutive data packets; concatenating the first non-payload portion and the second non-payload portion to form a first signature; extracting a third non-payload portion from a third data packet of the digital data stream, the first data packet including the third non-payload portion and a second payload portion; extracting a fourth non-payload portion from a fourth data packet of the digital data stream, the third data packet and the fourth data packet included in a second block of consecutive data packets; and concatenating the third non-payload portion and the fourth non-payload portion to form a second signature; extracting a first non-payload portion from a first data packet of the digital data stream, the first data packet including the first non-payload portion and a first payload portion; extracting a second non-payload portion from a second data packet of the digital data stream, the first data packet and the second data packet included in a first block of consecutive data packets; concatenating the first non-payload portion and the second non-payload portion to form a first signature; extracting a third non-payload portion from a third data packet of the digital data stream, the first data packet including the third non-payload portion and a second payload portion; extracting a fourth non-payload portion from a fourth data packet of the digital data stream, the third data packet and the fourth data packet included in a second block of consecutive data packets; and concatenating the third non-payload portion and the fourth non-payload portion to form a second signature; comparing the first signature and the second signature to one or more reference signatures associated with a reference site; and identifying the digital data stream based on the comparison of the first and second signatures to the one or more reference signatures.