The study also said that nearly seven in 10 video viewers were 35 or older. They rated news clips as their favorite type of video.

"The Internet is still seen first and foremost as an information resource," said Lynda Clarizio, president of Advertising.com, in a statement.

"But it will be interesting to see how viewership evolves with the rise of social networks, more diverse video content, increased interactive gaming and other such advances in online entertainment," she said.

About 94% of consumers said they preferred ads to subscription fees. Nearly two-thirds thought shorter ads made the experience better.

More than one-half of respondents said they would watch a TV show online if they missed it on TV. Eight in 10 said online video usage did not cut into their TV time. 

Via eMarketer