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Users of the online video service Hulu wants to watch all the ads at a time instead of watching them in between the videos. Hulu users would like to watch a single 2 minutes ad before the start of the clip and not a 30 seconds ad appearing four times in a 22 minutes video.

According to the company:

• 88% of Hulu viewers are opting to view a two-minute advertisement in exchange for no ads during the rest of the show.
• Advertisers buying long-form ads on Hulu include Columbia TriStar, American Express, Hyatt, Paramount Pictures, Sprint and Capital One.