Brand rankings: Young people still love Netflix

Netflix is the most positively talked about brand among 18-34 year olds, according to new research led by YouGov.

For the second consecutive year the streaming service leads YouGov’s Millennial Rankings with a score of 77%, followed by Spotify at 73% whilst Primark and Apple share third position at 71%.

Facebook and McDonalds both share a score of 70%, and the rest of the top ten is made up of gaming (PlayStation: 69%), travel (Airbnb: 69%), tech (Apple iPhone: 69%) and homeware (IKEA: 68%) industries.

“Netflix’s popularity shows no signs of abating,” said Michael Stacey, marketing insights manager, YouGov. “The streaming service continues to expand its offering, as well as investing in its own ‘Netflix originals’.

“By its very nature Netflix’s content invites discussion, and YouGov’s rankings show that the brand has certainly harnessed the power of word of mouth recommendations to gain a loyal following among a younger generation of viewers.”

Stacey also noted that although tech features prominently in the rankings, there is still a strong presence from ‘affordable brands’, such Primark, McDonalds and IKEA.

The study also revealed which brands experienced the largest uplift in ‘positive word of mouth’, led by cinema chain Vue (11%), Visa (9%), Google Phone (7%), and Grey Goose (6%).