And quite frankly, we're just training a new generation of viewers to skip commercials because they can.

People can understand in order to have convenience and on-demand (options), that you can't skip commercials.

But now, a company may have crossed the networks' line in the sand - making it easier to skip commercials.

But last week, one company appeared to have crossed the networks' line in the sand - by making it easier to skip commercials.

So I can skip commercials on certain podcasts.

Young people are more likely to channel surf and fast-forward to skip commercials, Nielsen's research shows.

And by making it far easier to skip commercials, the new machines could threaten the main revenue stream for most commercial networks.

Advertising the ability to skip commercials is on the other side of the line.

The study found that over all, 54 percent of the total audience was skipping commercials.

Much of the media coverage about the device has focused on viewers' ability to skip commercials at the touch of a button.