A new study on the most loved brands of 2021, compiled by market researcher Savanta BrandVue, reveals that although Netflix is a sure hit amongst almost every age group, adding more than 36 million subscribers in 2020 to pass 200 million subscribers worldwide as Covid 19 triggered lockdowns across the world, those aged 16-24 are far from impressed with YouTube.
The report, which evaluated more than 2,000 brands, suggests a sharp generational divide in the UK’s online viewing habits: younger consumers are more interested in watching short videos than in bingeing shows and movies. To reach this conclusion, Savanta canvassed more than 150,000 UK adults on which brands they loved, as well as rating them against more than 50 criteria including innovative, trustworthy, friendly, stylish and ethical.
Their brand preferences reinforce known habits, including the fact this generation spends more time on YouTube on average than any other social platform. They would rather stream on YouTube than Netflix and would rather be a YouTuber than an astronaut. It also found that TikTok is the seventh most-loved brand for 16–24-year-olds, even though it barely makes the UK’s overall top 100.
Top of the nation’s beloved brands is Netflix, followed by Amazon and Cadbury in second and third spots. Walkers, Coca-Cola, Samsung, Apple and Google are also featured within the top 10 brands. And another chocolate brand, Lindt, got the 10th spot.
When it comes to the 16-24 top 10, though, there is a clear shift in preferences. YouTube tops the list, followed by Cadbury, Magnum, Amazon, McDonald’s, Nintendo, TikTok and Apple. Payment giant platform PayPal and tinned crisp makers, Pringles, are featured in 9th and 10th position, respectively.
It is not only Netflix that the UK’s Generation Z is turning their noses up at. Google and Coca-Cola also failed to make the top 10 list within the younger generation.
The Most Loved Brands top 100 also identified a number of intriguing trends among the brands the UK loves the most. The overall results showed that in changeable and unpredictable times, the list of the UK’s beloved brands focused most on entertainment and home comfort. Only two clothing brands made the top 100 and both were sportswear: Nike at 11 and Adidas in 25th. And after 15+ months, when most people were only able to go from their kitchen to lounge and back, maybe it is not a surprise that there are no travel brands in the top 100 at all.
“Everyone else might be bingeing on Netflix, but the younger demographic prefers to get its viewing fix in shorter, sharp bursts. They see being a YouTube vlogger and personality as a legitimate career path and YouTube is where many of their icons and role models are to be found – and that’s reflected in the brands they love most. They also adore TikTok and will generally take Pringles over Walkers. The fact that Gen-Z has ranked PayPal in its top ten is eye-opening – it’s one of only two financial brands in the overall top 100 and the other is Visa at number 96.” – analyses Roger Perowne, CEO of Savanta.
The Most Loved Brands 2021 report, featuring the full list of the UK’s most loved brands, can be downloaded here.