Adblock Plus claims 85 per cent of online TV viewers are unhappy with current levels of advertising.
The vast majority of Brits believe that online catch-up TV services are hampered by displaying too many adverts, according to new research from Adblock Plus.
Some 85 per cent of respondents said the number of ads displayed by these services is too high, with 87 per cent calling for online TV players to reduce advertising levels and 67 per cent saying they would welcome the option of choosing a paid-for premium service that excludes adverts, reports Retail Digital.
Despite the findings, 44 per cent of those surveyed admitted they do not care about the ads they see while watching TV on the web, but the majority of viewers still found the number of adverts irritating.
The largest viewer group – 16 to 24-year-olds – displayed the greatest dissatisfaction with these ads, with 58 per cent actively disliking them.
Till Faida, co-founder of advert-blocking service Adblock Plus, claimed online adverts have become increasingly intrusive.
“With such vast amounts of viewers disgruntled by the ads they are being subjected to, it’s clear to see that online TV channels should be looking at alternative funding for content,” he added.