AdAge.com reports this week that a recent study found that most iTunes users who are looking to access television shows through the iTunes platform would be willing to watch an ad if the sponsor covered the cost of the downloaded program.

According to the AdAge article, “[a]mong those actually planning to purchase a video iPod, 72% said they would be more likely to download a TV program in exchange for watching an ad.” More than half – 54% -- of all respondents to the survey of 798 iPod owners had similar feelings.  As AdAge notes, even the most popular shows can be downloaded for just $1.99.

This report touches on the very core of the content economy. Users want access to premium content, and the demand for this content is surging as result of an increasing number of computer-savvy users around the globe creating compelling material. However, not only does our version of the content economy make it possible for the user to access premium content for free – it also provides a source of income for both publishers and the individuals creating the content, not to mention the advertisers who are able to deliver contextually relevant, time-shifted advertising to users interested in what they’re offering.

Chalk up another win for the future of the content economy.