Netflix tops YouGov millennial brand ranking

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.