The inability to skip ads on Virgin TV's streaming service has led to a negative viewer experience, especially during the viewing of popular channels like ITV X, All4, and My5. With the increasing shift towards on-demand content, users should be able to control their viewing experience, which includes the ability to skip ads. According to a study, excessive advertisements interrupt viewer continuity and may take away from the viewing experience (Smith, 2019). By not offering ad skipping, Virgin TV is not keeping up with consumer demands and preferences, which is not conducive for a competitive market. By signing this petition, you are supporting the demand for Virgin TV to implement an ad skipping feature on their streaming service to enhance viewer experience.