With Australians set to be bombarded by broadband video streams to both PC's and mobile phones a recent research study has revealed that a great majority of digital video consumers will find the inclusion of advertising a "reasonable" expectation for accessing free online video content.

According to AdAge the new survey by Ipsos Media showed at least three in four digital video consumers said they would find it 'reasonable' for advertising to appear in the free digital distribution of full-length TV shows and movies.

"Nobody is going to tell you they love advertising," said Adam Wright, director of Ipsos Media CT. "But the [survey] confirmed the notion that people get the give and take. That can be reassuring for many of the people who are trying to crack the code [of ad-subsidized video models]."

The percentage of internet users who found advertising to be a reasonable price of admission for free video content varies by content but, in general, respondents were more likely to embrace advertising in long-form professional programming. At least three in four digital video consumers said they would find it "reasonable" for advertising to appear in the free digital distribution of full-length TV shows and movies, while about two out of three said the inclusion of advertising would be reasonable with free access to music videos, short news or sports clips.

"If it's premium content, people are willing to sit through ads. It's something that consumers already expect," said Mr. Wright.