Executive Insights Media & Entertainment Analysis Netflix is the leading OTT provider in all age groups. The gap to Amazon is significantly smaller for Non-Millennials Netflix has by far the highest uptake Uptake of different OTT providers amongst Millennials. 85% of Percent of respondents with OTT subscription services Netflix Millennials with OTT have Netflix, Amazon 30% have Amazon and 12% have NowTV 100 Blinkbox NowTV. The pattern does not vary significantly by life stage. Netflix is also the leading provider for 80 Non-millennials but the gap between Netflix and Amazon is significantly smaller (63% of Non-millennials 60 with OTT have Netflix and 41% have Amazon Prime). 40 20 0 Non-millennials At home Student Flat share / own place With kids Millennials by life stage How are these brands rated vs. Note: Q: Which of the following subscription online video streaming services do you personally subscribe to, or do you personally use if it’s a household subscription? traditional TV brands? t Source: L.E.K. Perennial Millennial Survey Perennial Millennials: Pay TV Under Threat?