Streamers don’t mind having their favorite shows interrupted by commercial breaks, but they are annoyed by bad ad experiences, according to a new study by Comcast’s FreeWheel and MediaScience.

According to the study, 80 percent of consumers surveyed said ad latency negatively impacted their perception and recall of a brand’s campaign messaging, while 71 percent said they were frustrated by “unnatural” ad breaks and 33 percent didn’t like static or animated images that appear in place of a traditional commercial.

Unnatural ad breaks also led to higher intrusiveness and decreased brand recall, according to the study, while ad slates were seen as negatively impacting the overall campaign.

“It is our responsibility as an industry to work towards building better viewer experiences, which in turn will help brands connect with audiences in premium environments. We need to get this right not just for the advertisers, but for all of us as viewers,” FreeWheel GM Mark McKee said in a statement.

“With the premium video content and advertising ecosystem rapidly evolving, brands are struggling to break through the clutter and get their message in front of audiences in a meaningful way,” said Dr. Duane Varan, the CEO of MediaScience. “On top of that, ads are showing up across multiple apps and platforms without any adjustments, resulting in less-than-optimal execution. This is another bespoke, industry-first research study we’ve built with the FreeWheel Viewer Experience Lab to understand the real impact that bad ad experiences have on viewers and how that ultimately impacts brands. Using the findings from this report as well as the previous two can help the industry create better ad experiences and environments for consumers.”

To download the full report, click or tap here.