Executive Insights Media & Entertainment Analysis Millennials place higher value on social media, music and subscription OTT video than traditional Pay and Free-To-Air TV When asked which three media they Top three media you would take with you to a “Desert Island” would choose to take with them Percent of respondents if stranded on a “desert island”, Millenials (n=1,308) Non-millenials (n=685) Millennials’ selections are very 50 different to Non-millennials. The top three media for Millennials 40 are social media, music and subscription OTT video services while Non-millennials would prioritize radio, free-to-air (FTA) and pay TV. 30 For video, Millennials rate subscription OTT ahead of traditional TV (pay and 20 FTA) and free online video (such as YouTube) is rated at a similar level to FTA TV. 10 For communication, Millennials rate phone voice and text, significantly below social media. 0 Social Music Subscription Pay TV Internet FTA TV Free Video Phone Phone Print Radio Digital Transaction media OTT online gaming (voice) (messages) media media VOD video Is migration from traditional to new Note: Q: Imagine that you are stranded on a desert island and can choose only three types of media for entertainment purposes. Which would you select? Please rank the top three. media continuing? t Source: L.E.K. survey Perennial Millennials: a viral phenomemon