Executive Insights Media & Entertainment Analysis Millennials across all life stages rate new online video brands significantly higher than traditional broadcasters and Pay TV providers YouTube, Amazon and Netflix are Affinity with new and traditional TV / video brands rated significantly higher than the Percentage of respondents that rate the brand 9 or 10 traditional broadcast and Pay TV brands by the Millennial generation. 50 Millennials no kids Millennials with kids On a scale from 1 to 10, where 10 Non-millennials is love and 1 is hate, YouTube and Amazon are rated 9 or 10 by close 40 to 40% of Millennials and Netflix by 30%. This compares to traditional TV brands, all at less than 16%. 30 Traditional brands are rated slightly higher by Millennials with kids but the gap to the newer brands remains significant. 20 For Non-millennials, Sky and ITV are both rated more highly than Netflix 10 and YouTube. However, Amazon scores highly across all generations, potentially indicating that they are a more significant threat than many 0 would expect. YouTube Amazon Netflix Sky ITV Virgin BT Is migration from traditional to new Note: Q: For the companies and brands you recognize please indicate how much you either “love”, or “hate” them on a scale of 1 to 10. The highest rating of “love” is 10, and the lowest rating of “hate” is 1. media continuing? t Source: L.E.K. Perennial Millennial Survey Perennial Millennials: Pay TV Under Threat?