NEWS11 October 2019

Netflix tops YouGov millennial brand ranking

Leisure & Arts Media News Retail Technology UK

UK – Netflix is the brand most positively talked about by millennials this year for the third year in a row, according to YouGov research.

Netflix button on TV remote control

In rankings based on YouGov BrandIndex’s word of mouth metric, which measures whether a respondent has discussed a brand with friends or family (in person, online or via social media) in the past two weeks, Netflix achieved a score of 80.2.

Airbnb was second with 72.9 points, up from ninth last year, while McDonald’s ranked in third place.

Mentions are filtered based on whether the discussion is positive or negative, and only the views of those aged 18-34 are measured in the ranking.

Instagram ranked fourth, followed by the rest of the top ten: Monzo, Apple, iPhone, Spotify, Ikea and Primark.

The rankings also look at which brands have experienced the greatest uplift in positive word of mouth score over the past 12 months. Amazon Prime Video tops the improvers list for 2019, with a rise in score of +10.4.