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MBLM names Disney as the most intimate brand in 2017

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By Haley Velasco, Freelance journalist

February 25, 2017 | 3 min read

Based on emotions, MBLM revealed its Brand Intimacy 2017 Report which placed Disney at the top for the most intimate brand in the media & entertainment industry. The report ranked brand intimacy, loosely defined as the “paradigm that leverages and strengthens the emotional bonds between a person and a brand.” MBLM noted that emotions such as nostalgia, enhancement, fulfillment, indulgence, ritual and identity as characteristics that they looked at when determining a consumer’s bond to a brand.

Following Disney in this year’s study was Netflix, Nintendo, Xbox, HBO, YouTube, Amazon, PlayStation, WWE and Hulu. From this ranking, half of the top 10 brands in the industry were focused on either primary or secondary video streaming. Additionally, according to MBLM, Nintendo is the top brand for men, while Disney ranks highest for women, millennials and those 45-64 years old.

Netflix has amped it up recently with its streaming and binge-watching offerings, with a 12% month-over-month increase in binge-watching among its US users last year. Additionally, the streaming platform increased it subscribers from approximately 75 million in 2015 to 94 million in 2016.

“Media and 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, managing partner, MBLM. “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.”

Based on the 2017 report, the top ranked intimate brands continued to outperform the S&P and Fortune 500 indices in revenue and profit for the past 10 years. The report was based on 6,000 consumers’ responses — 3,000 from the US, 2,000 from Mexico, and 1,000 from the United Arab Emirates — and a tool analyzing 386 brands in 15 industries, revealing the characteristics and intensity of the consumer bonds.

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