Various implementations provide an improved advertisement model that enables users to skip advertisements based on an advertisement-watching score. That is, as a user watches advertisements or, in some cases, portions of advertisements, an advertisement-watching score is computed. The more advertisements that a user watches, the higher their advertisement-watching score will be. When the user's advertisement-watching score reaches or exceeds a certain threshold, the user is provided with an option to skip subsequent advertisements so that they can consume their content in a generally uninterrupted manner. When an advertisement is skipped, the user's advertisement-watching score is decreased by an amount. If the user's advertisement-watching score is decreased to below the threshold, the user cannot skip additional advertisements until the advertisement-watching score again reaches or exceeds the threshold. The user can cause their advertisement-watching score to increase by watching additional advertisements or, in some cases, portions of advertisements.