According to a recent survey by Nielsen, it was revealed that a majority of individuals find ads annoying, and many are ready to block them. Despite this, almost 60% expressed that they are ok with ads if they are getting free video streaming content. Ad-blocking industry is growing, and is most relevant on desktops. Targeted advertising can help the ad industry by posting relevant ads. The survey also revealed that a majority of people use VOD services in addition to Pay TV, not as a replacement for it. Around 70% of people in UK have Pay TV, and are more likely to sign up for hybrid services from Sky than subscribe to a purely VOD service like Netflix.
Source: The Guardian