In a survey of global users of video-on-demand platforms by Nielsen, 62% of respondents found ads on those services annoying or distracting and a further 65% said they would like to block them.
Neither Netflix nor Amazon have ads on their paid-for on-demand services, but others such as Channel 4 and ITV in the UK and Hulu in the US run ads.
The Guardian reported earlier this month that ITV was in talks about setting up a subscription TV service with the BBC and NBC Universal. Adblocking has been growing rapidly in recent years, especially on desktops.
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