American and British Internet-delivered TV users may become more involved in the funding of their favorite content, according to a study by management consulting firm Accenture.

More than a third of those surveyed said they would contribute to funding a sequel of a favorite movie or TV show — an encouraging sign for crowdsourcing. But modest contribution levels ($1-$4 in the U.S., £1-£4 in the U.K.) were the most likely.

The firm surveyed about 2,000 demographically representative consumers, roughly half in each country, during September.

Among the survey’s findings:

• People prefer to view full-length movies and TV shows on television sets rather than on PCs, laptops, tablets or smartphones.

• Some 72% of Americans and 68% of Brits watched full-length films and TV programs delivered over the Internet on TV sets; only 4% of respondents watched this type of programming on a phone.

• By contrast, Internet-delivered shortform videos and user-generated content were most likely to be viewed on PCs, laptops and phones. Relatively few people chose to watch them on television sets.

• When looking for new OTT content, 64% of respondents searched by genre. Only 37% looked at ratings from other viewers. Fewer still (32%) searched for a particular actor, director or celebrity.