The study, which canvassed the opinions of 1,500 people aged 15- to 35-years-old in China, Singapore, Malaysia, Taiwan, India and Australia, found that the vast majority would be prepared to accept advertising if the content cost was around US$1, with 28 per cent willing to pay the same amount for TV shows with advertising.
The study also revealed that if the scenario was based on US$2 for content without advertising, the consumers interested in downloading dropped to 53 and 20 per cent respectively.
