37% of network video streamers watch preroll ads in those videos, and another 32% listen to the ads’ audio while doing other things on the computer. 17% of network video streamers have forwarded a link to a commercial or advertiser video (down from 26% in 2006), and 25% have ever gone to an advertiser’s own site to watch a commercial (down from 28% in 2006). Users of downloaded network video are significantly more likely than streamers to say that ads on their favorite TV programs are relevant to them (49% downloaders and 34% streamers), and that they are inclined to buy from companies that advertise on their favorite programs (42% vs. 26%).

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