Executive Insights Media & Entertainment Analysis The change in consumption habits is faster and more pervasive than previously thought. Traditional media participants need to adapt rapidly Millennial media consumption behavior is very different to older generations: • They consume significantly less traditional media, in particular linear / recorded TV and radio • Uptake of new digital media platforms is significantly higher • They are continuing to change away from traditional media and their rate of change is faster and more fundamental than for older generations • There is a strong interest in slim OTT bundles from Millennials Their behavior remains different to Non-millennials through all life stages and does not revert to more traditional media consumption patterns. Their behavior is viral and is spreading to older generations. What does this mean for the media industry? • The change in media consumption is coming faster and is far more pervasive than previously thought • Traditional media participants will need to adapt rapidly to compete in this fast-emerging new environment • There needs to be further and faster innovation to develop propositions that capture the interest and behavior patterns of the Millennial generation About the authors t Perennial Millennials: a viral phenomemon