YouGov Regulatory News (YOU)

NOTIFICATION OF MAJOR HOLDINGS

1a. Identity of the issuer or the underlying issuer of existing shares:

YouGov PLC

1b. Please indicate if the issuer is a non-UK issuer  (please mark with an "X" if appropriate)

Non-UK issuer

2. Reason for the notification (please mark the appropriate box or boxes with an "X")

An acquisition or disposal of shares

X

An acquisition or disposal of financial instruments

An event changing the breakdown of shares outstanding

Other (please specify):

3. Details of person subject to the notification obligation

Name

Artemis Investment Management LLP

City and country of registered office (if applicable)

London, United Kingdom

4. Full name of shareholder(s) (if different from 3.)

Name

City and country of registered office (if applicable)

5. Date on which the threshold was crossed or reached:

23/01/2026

6. Date on which issuer notified (DD/MM/YYYY):

26/01/2026

7. Total positions of person(s) subject to the notification obligation

% of shares outstanding (total of 8. A)

% of shares outstanding through financial instruments(total of 8.B 1 + 8.B 2)

Total of both in % (8.A + 8.B)

Total number of shares outstanding held in issuer

Resulting situation on the date on which threshold was crossed or reached

7.075515%

7.075515%

8,293,275.00

Position of previous notification (if

applicable)

6.572503%

6.572503%

8. Notified details of the resulting situation on the date on which the threshold was crossed or reachedv

A: Shares

Class/type ofshares

ISIN code (if possible)

Number of shares outstanding

% of shares outstanding

Direct

Indirect

Direct

Indirect

Equity: GB00B1VQ6H25

8,293,275.00

7.075515%

SUBTOTAL 8. A

8,293,275.00

7.075515%

B 1: Financial Instruments as an entitlement to acquire

Type of financial instrument

Expirationdate

Exercise/Conversion Period

Number shares that may be acquired if the instrument is

exercised/converted.

% of shares outstanding

SUBTOTAL 8. B 1

B 2: Financial Instruments with similar economic effect

Type of financial instrument

Expirationdate

Exercise/Conversion Period

Physical or cash

settlement

Number of shares

% of shares outstanding

SUBTOTAL 8.B.2

9. Information in relation to the person subject to the notification obligation (please mark the

applicable box with an "X")

Person subject to the notification obligation is not controlled by any natural person or legal entity and does not control any other undertaking(s) holding directly or indirectly an interest in the (underlying) issuer

Full chain of controlled undertakings through which the shares and/or thefinancial instruments are effectively held starting with the ultimate controlling natural person or legal entity(please add additional rows as necessary)

X

Name

% of shares outstanding if it equals or is higher than the notifiable threshold

% of shares outstanding through financial instruments if it equals or is higher than the notifiable threshold

Total of both if it equals or is higher than the notifiable threshold

Artemis Investment Management LLP

7.075515%

0.000000

7.075515%

Artemis Fund Managers Limited

5.27307%

0.000000

5.27307%

10. Additional information

Place of completion

Edinburgh

Date of completion

26/01/2026