Put another log on the fire that has become the ongoing debate over pre-roll. While many believe that the ad unit chases users away from both messaging and content, a new study finds that the issue has been overblown.

According to Jupiter (formerly JupiterResearch prior to being acquired by Forrester Research last month), audience loss resulting from pre-roll could be as little as 5 percent.

The data comes from a survey of European online video consumption conducted by Nate Elliott, research director at Jupiter.

But the latest Jupiter data may not put to rest fears of pre-roll. YouTube, which announced a decision to begin running pre-roll last month, has eased off that program, citing concerns that the ad unit could be responsible for audience loss at the rate of 50 percent.

So why the staggering differences? According to Elliott, the audience's tolerance for pre-roll may largely be determined by the viewing environment. Where the videos are mostly of an amateur quality -- as they are on YouTube -- audiences appear reluctant to watch pre-roll. By contrast, sites that feature professional content may have a better chance of getting users to sit through a brief ad before they watch their content.