As many as 64% of viewers cited TV commercials as what they disliked most about "live" TV. This was followed by not being able to "rewind" programmes, and not being able to watch shows at the viewers' convenience.
The survey found that 70% of consumers watch four or more television programmes a week, while 71% of them watch programmes on four or more television channels, suggesting that consumers are more loyal to shows than channels.
The results are borne out by the huge sums broadcasters pay to acquire programmes, with Five having recently paid £300m over 10 years to land Australian soap 'Neighbours'.
Accenture's survey, which polled 7,000 people across eight countries including the UK and US, found that 97% of respondents watched at least some TV in a typical week and a third watched eight or more programmes a week.
There was also further evidence that viewers were finding new ways to receive the programmes they like, with one in three adults accessing programmes in a typical week through a device other than a typical TV.
The trend is more acute among young viewers in the 18-24-year-old category, with 46% of these viewers in the US accessing programmes via a mobile.
David Wolf, senior executive with Accenture's media and entertainment practice, said: "People are experiencing new consumption opportunities and moving away from traditional, linear programming ... and age has become the leading indicator of these new behavioural preferences with consumers.
"Today's youth are more dissatisfied with the traditional television experience and increasingly excited by the availability of new choices.
"User-generated content ranks highly on mobile, reflecting the expanding photo and video capabilities of mobile handsets and the potential for easy sharing either face-to-face or via messaging."
Much less troublesome to TV viewers is unappealing content with 14% citing it as their chief dislike, while 8% of those surveyed nominated being unable to watch programmes away from home.
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