Web Video Audience OK With More Ads, Report

According to comScore, people who watch TV shows on the Web are far more tolerant of ads than perhaps once thought, and would actually stand for more clutter.

Specifically comScore found that while sites like Hulu typically serve around four minutes of ads for every hour of content served, users would be OK with six to seven minutes of ads. That flies in the face of conventional thinking in the industry, which is that users who elect to watch TV shows on the Web are ad-avoiders by nature and don't understand the value exchange when they consume free content.