248. In Q1 2013 Americans 18+ watched 311 minutes live and 29 minutes of time-shifted TV, and 310 minutes live and 34 minutes time-shifted in Q1 2014. And Q1 2015 was 295 minutes live and 35 minutes time-shifted. See Nielsen Total Audience Report: Q1 2015 (exhibit 1, page 10), Nielsen, 23 June 2015: http://www.nielsen.com/us/en/insights/reports/2015/the-total-audience- report-q1-2015.html 249. Historical Daily Viewing Activity Among Households & Persons 2+, Nielsen, November 2009: http://www.nielsen.com/content/ dam/corporate/us/en/newswire/uploads/2009/11/historicalviewing.pdf 250. iPhone, iTunes, Apple Pay, Apple TV, Safari are trademarks of Apple Inc., registered in the U.S. and other countries. Deloitte Global’s TMT Predictions 2016 is an independent publication and has not been authorized, sponsored, or otherwise approved by Apple Inc.. 251. Nielsen reports for Q1 2014 and Q1 2015. In 2014, weekly time spent by 18-24 year olds on multimedia devices was 24 minutes, 148 minutes watching video on the Internet, and 25 minutes for video on smartphone, for a weekly total of 197 minutes, or 28 minutes daily. In 2015, weekly time spent on multimedia devices was 81 minutes, 111 minutes watching video on the Internet, and 32 minutes for video on smartphone, for a weekly total of 224 minutes, or 32 minutes daily. 252. Nielsen reports for Q1 2014 and Q1 2015. In 2014, 18-24 years-olds watched 203 minutes daily of live and time shifted TV, and in 2015 they watched 170 minutes daily. 253. 18-24 year-olds watched 240 daily minutes of live and time-shifted TV in 2011, and 170 minutes in 2015, a 29 percent decline. Americans aged 2+ watched 326 daily minutes of live and time-shifted in 2011, and 309 minutes daily in 2015, a 5.3 percent decline. Nielsen Total Audience Report: Q1 2015 (table 1, page 11), Nielsen, 23 June 2015: http://www.nielsen.com/ us/en/insights/reports/2015/the-total-audience-report-q1-2015.html; Nielsen Cross Platform Report Q1 2011 (table 1 page 5), Nielsen, June 2011: http://www.nielsen.com/content/dam/corporate/us/en/newswire/uploads/2011/06/Nielsen-cross-platform- report-q1-2011_web.pdf (The Total Audience and Cross Platform reports are largely the same, just with a different title) 254. Traditional TV Viewing, by Age, Q1 2011 – Q2 2013, Nielsen: http://cdn.theatlantic.com/assets/media/img/posts/Nielsen-TV-Viewing-by-Age-Horizontal-Line-Chart-Sept2013.png 255. Nielsen Three Screen report Q1 2008, Nielsen, May 2008: http://www.nielsen.com/content/dam/corporate/us/en/newswire/ uploads/2009/06/3_screen_report_5-08_fnl.pdf; Nielsen Total Audience Report Q1 2015 Nielsen Total Audience Report: Q1 2015, Nielsen, 23 June 2015: http://www.nielsen.com/us/en/insights/reports/2015/the-total-audience-report-q1-2015.html 256. iPhone, iTunes, Apple Pay, Apple TV, Safari are trademarks of Apple Inc., registered in the U.S. and other countries. Deloitte Global’s TMT Predictions 2016 is an independent publication and has not been authorized, sponsored, or otherwise approved by Apple Inc.. 257. Pay-TV operators ditching lower-income customers, driving up average revenue per sub, analyst finds, FierceCable, 24 August 2015: http://www.fiercecable.com/story/pay-tv-operators-ditching-lower-income-customers-driving-average-revenue- su/2015-08-24 258. So How Many Millennials Are There in the US, Anyway?, MarketingCharts, 28 April 2015: http://www.marketingcharts.com/ traditional/so-how-many-millennials-are-there-in-the-us-anyway-30401/ 259. Upfront 2015: Why Didn’t TV Tune in More Ad Dollars?, Variety, 19 August 2015: http://variety.com/2015/tv/news/tv-upfront- advertising-2015-1201573711/ 260. US TV Market Posts Highest Ad Revenues in Almost Two Years, World Screen, 20 November 2015: http://www.worldscreen. com/articles/display/2015-11-20-usa-standardmediaindex-tv-advertising 261. Watching TV and video in 2025 (page 1), Enders Analysis, 4 November 2015 262. Watching TV and video in 2025 (page 4, figure 5), Enders Analysis, 4 November 2015 263. Watching TV and video in 2025 (page 5), Enders Analysis, 4 November 2015 264. The Communications Market Report, Ofcom, 6 August 2015: http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr15/ CMR_UK_2015.pdf 265. Christmas TV ad spend to hit a record £300m in best year since 1998, The Guardian, 7 December 2015: http://www.theguardian.com/media/2015/dec/07/christmas-tv-ad-spend-record-black-friday-cyber-monday 266. Global pay-TV market to exceed one billion by 2017, TVB Europe, 30 September 2015: http://www.tvbeurope.com/global-pay- tv-market-exceed-one-billion-2017/ 267. 20 percent of millennials with their own homes who have started families do not subscribe to cable, and the number is 25 percent for childless millennials who have their own homes. For more information, see Millennials and Cutting the Cord, The New York Times, 3 October 2015: http://www.nytimes.com/interactive/2015/10/03/business/media/changing-media- consumption-millenials-cord-cutters.html?_r=0 268. Only 1% of HBO Cable Subscribers Have Cancelled and Switched to HBO Now, Exstreamist, 5 August 2015: http://exstreamist.com/only-1-of-hbo-cable-subscribers-have-cancelled-and-switched-to-hbo-now/ 269. See Sky Sports wins live Premier League rights, Sky, 10 February 2015: https://corporate.sky.com/media-centre/news-page/2015/sky-sports-wins-live-premier-league-rights; and BT Sport wins rights to more live Premier League football matches, BT, 10 February 2015: http://www.btplc.com/News/Articles/ShowArticle. cfm?ArticleID=3396B02E-20AE-42B5-86F8-B834A1E4E0FD 72