One would think a TV platform airing three-to five minutes of advertising per hour -- on an on-demand service -- would be an incredible plus for consumers. But some research suggests it isn’t enough.

It comes amidst a traditional world that still has 13 to 18 minutes of non-program content time (national/local TV ads, on-air promos, PSAs) in the linear TV business.

It turns out that consumers are still pissed, mostly because of the repeated frequency of those messages. And perhaps this is accelerated when TV viewers are increasingly concerned about data, privacy and other issues. Losing any media control -- in all forms -- can raise heart rates.

We may have forgotten one missing piece of the puzzle: fast-forwarding through commercial messaging. The idea was that in exchange for much lower advertising per hour versus linear TV, the consumer would give up something.

But with new streaming apps, there is no fast-forwarding. It only comes via traditional TV-shifting VOD platforms and technology.

Now, as we all know, fast-forwarding through non-program content isn’t a perfect science. People still wind up seeing some ad content. And even then, people with fast-forwarding capabilities don’t or forget to fast-forward. Rough research years ago suggested even with the option, consumers still see 50% of ad messages.

Are we just nitpicking here? Overall, consumers like and continue to subscribe to new ad-supported streamers (AVOD). The value proposition is working -- at least right now, as the shiny new thing.

What we are talking about might be some latency when it comes to transitioning consumer technologies. Digital video fast-forwarding through content -- advertising and otherwise -- as been around for at least two decades. Longer when considering VCRs.

Some of this changing TV consumer media behavior may be just a sticking point for some -- but not a deal-breaker. Maybe just some adjustment is needed.

Remember the mute button?