Executive Insights Media & Entertainment Analysis Millennials are significantly more likely to use Over-The-Top (OTT) video services Millennials across all life stages have Household penetration of subscription OTT video services significantly higher adoption of online Percent of respondents video subscription services: 38% for 50 Millennials pre-family and 32% for Millennials with kids vs. 15% for Non- millennials. 40 Of OTT providers, Netflix has by far the highest uptake amongst Millennials. 85% of Millennials with 30 OTT have Netflix, 30% have Amazon and 12% have NowTV. The pattern does not vary significantly by life 20 stage. Netflix is also the leading provider for 10 Non-millennials, but the gap between Netflix and Amazon is significantly smaller (63% of Non-millennials 0 with OTT have Netflix and 41% have Total Millennials Students Flat sharing Getting your Young families Young families Amazon Prime). Non-millennials at home own place (<25 years) (25 - 34) Millennials by life stage How fast will Millennial behavior Note: Q: Compared to last year, has your personal (not including other members of your household) weekly consumption (in hours) for different types of media increased, decreased or remained the same as current levels? become mass market? t Source: L.E.K. survey Perennial Millennials: a viral phenomemon