For the first time YouTube and Netflix have made the top ten on YouGov’s list of the UK’s top brands, as video content and streaming sites show no signs of slowing down this year.
Netflix and YouTube took sixth and ninth positon, with buzz scores of +11 and +9.9, while BBC iPlayer maintained its position on the list with a score of +11.8.
The list is based on YouGov’s BrandIndex buzz scores across a 52-week period. These are measured by the public’s perception of a brand on a daily basis across a range of measures, including whether consumers have heard good or bad things about a brand.
Netflix has made the top ten after releasing its own successful series including The Crown, Stranger Things and Orange is the New Black, as it has continued to establish itself as a producer in its own right.
Streaming really has become a normal part of everyday life in the past 12 months.
Michael Stacey, YouGov
Similarly, BBC iPlayer comes in third place as it aims to compete with Netflix and YouTube with its own original series. And it announced that viewers will soon be able to download episodes “en masse”.
YouTube’s success also comes down to consumer’s focus on television and video. In December YouTube announced its viewing on TV had more than doubled in the last year and that it would be working with broadcasters rather than being in direct competition with them. It has also created YouTube ‘Space’ to work more closely with influencers to ensure it “remains the home of video” and can provide original content.
“Streaming really has become a normal part of everyday life in the past 12 months. Although BBC iPlayer has been a fixture in the top ten for many years, it has now been joined by Netflix and YouTube,” YouGov’s Michael Stacey says.
Discounters Aldi and Lidl have maintained their positions in the two top spots for a third year in a row, with buzz scores of 18.8 and 13.4.
“It no longer seems valid to label Aldi and Lidl as ‘Budget Supermarkets’. With so many of their competitors following their lead in various ways and they themselves pushing higher-end goods, both are now firmly part of the mainstream,” Stacey points out.
Stacey says that though both brands have declined slightly, this only indicates how being a challenger brand makes it easier to grab people’s attention in a way that is harder once they are firmly established.
The most improved brands
YouGov has also compiled a list of the most improved UK brands according to buzz rankings, and the food sector has again come out on top here with supermarket Tesco, which has improved by +12.2 points in the last year.
Other brands that have shown improvement include HSBC (7.8), Morrisons (5.7), Thomas Cook (5.5) and Eurostar (2.8). Netflix was also listed as 10th in the list having improved by 2.6 points.
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Source: Marketing Week
Netflix and YouTube are among UK’s most talked about brands