Executive Insights Media & Entertainment Analysis Millennial media behavior is viral and is spreading across generations: from Millennials to Non-millennials with kids, to all generations The behavior of Millennials will not remain contained within age groups born after 1981. Their habits spread to older generations: from teenagers at home, to their parents, to wider family and their networks of friends. What is the impact on different forms of media? t Perennial Millennials: a viral phenomemon