Elastic Path Software, a provider of enterprise ecommerce platforms and consulting, released a research report on generating revenue for online content. The report indicates that 75% of online video viewers are willing to pay for certain content, while 40% have paid to access online content in the past year. Gen Ys (18 to 34 year-olds) are an excellent target for media providers, as they are the most active demographic online and are willing to pay for most types of content."Some of the consumer attitudes we discovered in this new report have brought to light misconceptions towards paying for online content and advertising effectiveness in younger demographics," said Cliff Conneighton, chief strategy officer at Elastic Path, in a statement. "These old, rigid beliefs are no longer true. Companies that fail to understand consumer attitudes and behaviors towards online video risk losing out to the competition."Access the free research report, "Monetizing Online Video," at www.elasticpath.com/research.