Executive Insights Media & Entertainment Analysis Both Millennials and Non-millennials are shifting consumption to new media but the speed of change and the migration patterns are different Both Millennials and Non-millennials Net change in media consumption by type over last year are decreasing their use of traditional Percent of respondents that have increased their usage by >10% less percentage that have decreased usage by >10% media and shifting consumption to new media. 20 However, a larger proportion of Millennials state they have reduced 10 the use of traditional media, in particular for traditional TV. 0 Moreover, while Non-millennials are shifting from traditional linear and (10) recorded TV to catch-up (likely staying Millennials with the same broadcaster brands), (20) Non-millennials Millennials are shifting to new platforms offering subscription OTT (30) services and / or free online video. net ded) DVDs Radio CDs Both Millennials and Non-millennials ecor Cinema are reducing their use of transaction- Print media TV catch-up Music onlineDigital mediaSocial media based VOD services. Both groups are ransaction VODee online video General inter TV (live / r Subscription OTTT Fr increasing their use of social media and the internet. “New” media “Traditional” media 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 What is the rate of adoption of increased, decreased or remained the same as current levels? Source: L.E.K. survey OTT services? t Perennial Millennials: a viral phenomemon