Executive Insights Media & Entertainment Analysis The adoption of OTT has a more significant impact on traditional TV viewing for Millennials than Non-Millennials For Non-millennials, the uptake of Effect of subscription OTT on traditional TV viewing (Pay TV and Freeview) in last 12 months OTT is largely complementary and Percent of respondents with subscription OTT around 75% of Non-millennials with OTT state that subscribing to OTT services has not significantly impacted 100 their traditional TV viewing. However, the impact is very different Impact on viewing of similar content via 80 traditional TV services (Pay or Freeview) for the Millennial generation. Close No effect to 60% of Millennials with an OTT service, state that their use of OTT 60 Some decrease services has had a significant negative Significant decrease impact on their viewing of similar type of content via traditional TV 40 Completely replaced services (Pay TV and / or Freeview). The reported impact is consistent for Millennials across life stages. 20 0 Non- All Millennials Millennials Millennials millennials no kids with kids What is the overlap of OTT and Note: Q: Specifically thinking about your consumption of paid online video subscription services (e.g. Netflix, Amazon Prime Instant Video, NowTV), how do you believe this has impacted your viewing of traditional TV (Pay TV and / or Freeview) over the past year? Pay TV? How will it impact future Source: L.E.K. Perennial Millennial Survey Pay TV spend? t Perennial Millennials: Pay TV Under Threat?