No surprise: Consumers prefer their online video free, and hold the ads, please.

While consumers typically watch programming on the TV rather than online, Laszlo suggested preferences may shift with more convergence. “Right now PC-based video isn’t a good substitute for TV,” he said. “I think it’s only a matter of years before consumers start watching content on the Internet.”

While adoption rates are hardly stratospheric, we do need to remember it’s still early. It’s especially early for mobile video. The good news of a mere 37 percent of broadband users accessing video is it means newspapers still have time to figure out the best online video model to meet greater consumer demand down the road.

The flip side of getting video right is that it will help create demand.