The annual IBM media study indicates people are beyond the trial stage of watching video online. A larger number now does it routinely and takes time away from TV to watch a screen with content online.
The study of consumers in the U.S. U.K., Japan, German and India suggests people don't want intrusive corporate video --- they'd like it before or after video --- but that they're very open to advertising approaches online and across mobile platforms. They'll trade information for incentives. Indeed, they want ad-supported and not subscriber-supported services.