Web researcher comScore has found that web video users would be willing to take on more ads.

According to an AdWeek article, the new research shows that people who watch TV shows online are far more tolerant towards ads than it had been thought.

Sites like Hulu could increase their average serving of ads from four minutes per hour to seven, the report found.

The findings shoot down the prevailing conception of online video viewers as ad avoiders. According to the report, 71% of the web video viewers said they view online because they’ve missed the episode on TV while 67% choose the web for convenience. Only 38% said they view online to avoid ads.

Tania Yuki, director of cross media and video products at comScore, commented on the findings by saying that online video sites would be smart to stream more ads than they currently do.

She said: “We [as an industry] are leaving money on the table.”

Source: AdWeek