Despite the success of Hulu, a lot of people seem to be struggling with the simple idea that people want free, ad-supported Internet television.

A new survey may help change that. The survey (Ipsos) found that three out of four people are willing to watch some ads in exchange for free TV shows and movies.

The Shorter The Internet Video, The Less Acceptable Ads Become

People are much less willing to watch ads during short videos, though. More than half of those surveyed said advertising would be unacceptable during typical user-generated videos.

“Digital video consumers generally find it more acceptable to have advertising included within longer, professionally produced video offerings such as full-length movies or TV shows. Fewer are ready to accept this ‘price of admission’ for shorter-form content or less-professional, polished content,” said Adam Wright, director of Ipsos MediaCT.

The research suggests that people trying to make money with video podcasts and short-form Internet video may need to look for options other than traditional intrusive ads.