Executive Insights Media & Entertainment Analysis … and this behavior continues through life stages L.E.K.’s Perennial Millennial survey Average weekly media consumption by type shows that media consumption trends Number of hours are broadly consistent throughout the life stages of the Millennial 60 - generation. Later life stage Millennials with kids are more similar to other 50 - Millennial cohorts than they are to Gaming* Digital media Social older generations. media 40 - While Millennials’ use of traditional Internet “New” media media is lowest for students and flat Music sharers, it remains significantly below 30 - Online TV Non-millennials even as they get their and video own place and have children. 20 - Other traditional New media consumption remains media** significantly above Non-millennials 10 - Radio “Traditional” media for all Millennial life stages, albeit TV time spent on social media and music streaming is highest for earlier 0 Non- Millennials Millennials Young families Young families life stage Millennials (at home and Students Flat sharing Getting your millennials at home own place (<25 years) (25 - 34) students). Millennials by life stage What are the TV and video Note: Q: On average, how many hours of the following types of media do you personally consume in a typical week? *Includes both traditional gaming and online gaming. ** Includes print media, DVD, CD and Cinema Source: L.E.K. survey consumption patterns? t Perennial Millennials: a viral phenomemon