Among UK millennials, Netflix is the brand that is most positively talked about brand.
The streaming service came out on top of YouGov’s annual BrandIndex rankings, which is made of over 2.5 million consumer interviews a year.
The list of brands with positive word of mouth among those aged 18-34 years old was dominated by those in the technology sector. Netflix won out with a score of 73.8, which was only just ahead of Facebook (73.5), Apple (73.3) and Airbnb (70.5).
You can see the rest of the top 10 here:
Word of Mouth
“Netflix continues to be extremely popular with a younger generation of viewers who remain drawn to the service thanks to a range of original and exclusive content,” Amelia Brophy, Head of Data Products at YouGov, said.
“The brand has harnessed the power of word of mouth recommendations, which has helped to foster growth around the world. Of course, one of the challenges for the service now is to expand as deeply into other age groups.”
The study also looked at which brands have experienced the biggest uplift in positive word of mouth over the last year.
Car brand BMW came out on top of the improved word of mouth list, with an uptick of 7.8 points. Following on BMW’s heels were Barclays (improvement of 6.8), Home bargains (6.5), TK Maxx (6.2) and Ferrero Rocher (6.1).
The rankings were based on YouGov BrandIndex’s Word of Mouth metric. The metrics measure whether a respondent has spoken about a particular brand with their friends and family, whether in person or online, in the two weeks before the survey was undertaken.
“As we would expect among this age group, other tech giants such as Facebook and Apple also feature prominently in our rankings,” continued Brophy.
“However, a notable feature of our top ten is the presence of brands that have a reputation for competitive pricing. The likes of Primark, IKEA and JD Wetherspoon all provide an opportunity to younger consumers to get what they want at prices they can afford. All of these brands are talked about positively by younger consumers, all of whom came of age around the financial crisis.”