YouTube and Streaming Brands

Overview

• The media & entertainment industry ranks first in our Brand Intimacy 2022 study. To review our new study, click here.
• Disney is the top-ranking media & entertainment brand, and the number one brand overall. To review Disney’s brand profile page, click here.
• YouTube ranks fifth overall and second in media & entertainment. Click here to see YouTube’s brand profile page.

Brand Intimacy, the emotional science of how we bond with the brands we use and love, is thriving in its 12th year of existence. In this year’s study, we are excited to share the results of how more than 600 brands performed as we’re emerging from the pandemic and assuming more “normal” routines.

The COVID Brand Bump

For context, our previous two studies confirmed that brand performance increased during COVID for leading brands in most industries and especially for brands in media & entertainment. While there have been clear winners and losers, overall people became more intimate with brands during the pandemic. This means that if your brand hasn’t benefited from a COVID-bump, the gap between your brand and your customers has likely widened and worsened.

Escapism Leads a New Arms Race in the Attention Economy

The past four to five years have certainly been turbulent. As a society in America, we have been on the receiving end of seemingly endless body-blows. From societal turmoil (Black Lives Matter) and political instability (January 6 insurrection) to the global pandemic, it is no wonder we are eager to escape reality.

Delivering relief in these turbulent times, streaming brands were the beneficiaries and clear Brand Intimacy winners, serving the content that viewers were flocking to. Streaming brands (and user-generated content platforms like YouTube) began a new kind of arms race to attract more subscribers with more diversified content on a global scale.

Keep reading to drive deeper. Access the full article here.