Free Online Video

Web users 'want free online video content in exchange for ads'
06/04/2009

Ads may support online video production

Issue Codes Video production

The majority of UK internet users are comfortable with seeing online ads as long as they can access free online video, music and other content in return, according to a new study that may be relevant to the video production sector.

KPMG's survey showed that 60 per cent of respondents are happy with websites displaying ads if these are being used to fund free online content that they can make use of, reports the Financial Times.

The professional services company speculated that this may mean ad-supported business models are more likely to be successful in the long-term than those based on the concept of paying for online content such as that produced by video production firms.

"This willingness to view adverts in exchange for free content is good news for advertisers and is perhaps a pointer in the ongoing debate over whether advertising or subscription is the right revenue model," stated Tudor Aw, a KPMG partner.

KPMG's survey comes shortly after News Corporation owner Rupert Murdoch told The Cable Show in Washington DC that news organisations allowing users to read their online articles free of charge may soon have to change this model to cover all of their costs in the future.