A new report released by Ipsos shows that there’s an increased acceptance by online video viewers of ads within those videos. The study found that watching the ads is an acceptable trade-off for viewing the videos for free, since that’s largely the model in television and elsewhere already.

According to Ipsos, 82 percent of respondents find it reasonable that there are ads within professionally-produced content like TV shows being streamed online. But that drops to just 48 percent when it comes to amateur material that’s been uploaded online.