Disney Ranks First in Brand Intimacy

by Devon Thomas  |  02.23.2017

Disney ranks as the most intimate brand in the media and entertainment industry, according to MBLM’s Brand Intimacy 2017 Report, released Thursday.

The report, conducted by the Brand Intimacy Agency focused on strategy, design, creative and technology, and is the largest study of brands based on emotions.

Streamer Netflix ranked second in the industry, jumping from 25 in MBLM’s overall 2015 study to the number five spot this year.

Brand intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. According to the 2017 report, top-ranked intimate brands continued to outperform the S&P and Fortune 500 indices in revenue and profit over the past 10 years.

The media and entertainment industry is the second most intimate, according to the study, climbing to this spot from number five in 2015. The most intimate media and entertainment brands in the U.S. following Disney and Netflix are: Nintendo, Xbox, HBO, YouTube, Amazon, PlayStation, WWE and Hulu.

“Media & entertainment is surging in popularity in part because of the convenience and flexibility of streaming and video-on-demand. Consumers are becoming more attached to internet-based video services, and one reason in particular is the rising popularity of binge-watching,” said Mario Natarelli, MBLM’s managing partner, in a statement. “We also found in 2016, many Americans were not as happy as recent years, perhaps in part due to recent elections. A need for escapism has emerged. It seems people find comfort in entertainment, which also explains the rise in the category.”

Netflix has been the beneficiary of the recent streaming and binge-watching trends, with a 12 percent month-over-month increase in binge-watching among its U.S. users in 2016, and a jump from approximately 75 million subscribers in 2015 to nearly 94 million in 2016.

In 2017, other notable findings in the realm of media and entertainment in the U.S. included Disney, Netflix and Nintendo. Three out of the top 10 overall brands in the report are from this industry, where indulgence is the dominant archetype—and ranks high for being difficult to live without. For half of the top 10 most intimate brands in the industry, their primary or secondary focus is video streaming.

The industry ranks highest with those under age 35 and those earning $75,000 a year or less. Gaming giant Nintendo is the top brand for men, while family-friendly Disney ranks highest for women, millennials and those 45-64 years old.

This year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE.

MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.


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