Amazon, YouTube, Netflix rank 1, 2, 3 in brand perception in US

Streaming media companies Netflix and YouTube claimed two of the top three spots in this year’s YouGov Brand Index, with Amazon – which is a streaming service in its own right – scoring the top spot for brand perception.

YouGov’s brand buzz index (wow, that’s a thing? it sounds like a parody of the marketing industry) determined among American consumers for 2014 ranked Amazon No. 1, YouTube No. 2 and Netflix, which was ranked 12th a year ago, at No. 3.

YouGov’s BrandIndex’s “Buzz score,” is determined by asking respondents:

“If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

Taking a look into the future, it’s interesting that Millennials, the generation that follows on the heels of Baby Boomers, had just a slightly different take. They ranked Netflix No. 1, Amazon No. 2 and YouTube No. 4 on their list.

Democrats ranked Amazon, Netflix and YouTube in their Top 3. Republicans scored it Fox News Channel, Chick-Fil-A and

Internationally, the rankings reflected the cultural gap.

In the U.K., only Netflix (at No. 8) made the Top 10. In The Netherlands, it was YouTube at No. 1, but no Amazon or Netflix, despite in launching there in September of 2013.

  • Netflix is No. 3 in Denmark (behind Lego and Volkswagen).

  • Amazon was No. 4 in Japan

  • They hate Netflix in France. But they did rank YouTube at No. 9.

  • 15 countries were included in the research: Brazil, China, Finland, Germany, Mexico, Norway, Saudi Arabia, Sweden and UAE Não. Bù.


    None of the companies made the top ten*

    • *all of them will be in business this year with profits measured in billions, annual revenue in the trillions.