Consumers Don't Might Ads, If Content is Professional

Ipsos MediaCT says most consumers would find it “reasonable” for advertising to be included in the free digital distribution of full-length TV shows and movies, while around two-thirds say the inclusion of advertising would be reasonable with free access to music videos, short news or sports clips.

There are some major exceptions, however. “As might be expected, digital video consumers generally find it more acceptable to have advertising included within longer, professionally produced video offerings such as full-length movies or TV shows, should this content be available for free online," says Adam Wright, Director at Ipsos MediaCT.

"Fewer are ready to accept this ‘price of admission’ for shorter-form content or less-professional polished content," he adds.

Still, for most video content types, the majority of these consumers find the trade-off between free video content with advertising to be a fair value proposition.”

The one content type that may be the exception is amateur video content. Just over half (52 percent) of consumers age 12+ who have downloaded or streamed a video online say they would find it “not reasonable” to have advertising embedded within free amateur or homemade video offerings online.