Another study from IBM supports the idea that online video eats away at television consumption, while at the same time shows that online viewers don't care about the commercials too much, The Hollywood Reporter reported Monday.

According to a poll of 2,800 people in six countries, 76 percent have viewed online video, and 45 percent are regular viewers. Among people who have watched online video, 15 percent say that as a result they watch “slightly less” TV, while another 36 percent said they watch “significantly less” TV, the IBM report stated.

“Place-shifting alternatives may be changing consumer couch-potato behaviour,” the study stated, according to The Hollywood Reporter.

In addition, seven out of 10 people who watch online video prefer the ad-supported model over consumer-paid models. They also prefer watching a commercial before or after an uninterrupted online video, and they're not crazy about product placement, according The Hollywood Reporter.

Nearly 60 percent said they were willing to offer some personal information to advertisers in exchange for something of value, such as access to music videos, store discounts or airline frequent-flyer points.

“The industry must find appealing ways to monetize new content sources or risk a similar fate as that of the music industry where value shifted away from core players,” said the study's co-author, Saul Berman, The Hollywood Reporter reported.