Netflix has joined Aldi and Lidl as one of the UK’s top brands for consumers, according to YouGov’s annual BrandIndex list, which measures the British public’s perception of brands.
The German supermarket giants topped the list for the fourth year in a row, reinforcing their move from ‘big four’ supermarket challengers to competitors.
Netflix overtook BBC iPlayer, marking the first time the streaming giant has made it into the top three, while YouTube was pushed out of the top 10 completely following a year bookended by brand safety controversies.
YouGov’s BrandIndex measures the public’s perception of brands daily across a number of metrics or ‘Buzz’ score. YouGov tracks whether consumers have heard anything negative or positive about a brand in the previous two weeks, then compiles the scores at the end of every year.
Aldi, which enjoyed a strong Christmas period following on from its ‘Kevin the Carrot’ campaign took the top spot for 2017 with an average Buzz score of 18+1. Rival Lidl was close behind at 14.5.
Netflix, which launched several new original shows this year including the second season of The Crown and a further installment of cult series Stranger Things, leapfrogged BBC iPlayer to secure the third spot with a score of +14; rising three places since 2016 when it’s ranking clocked in at +11.
While investment in content production clearly paid off for Netflix, BBC iPlayer was bumped down to fourth place with a score of 13.2 – marking the first time it has been excluded from the top three since 2014. The digital channel’s score was ultimately still higher than 2016's but not enough to trump Netflix.
Completing this 2017’s top five was financial services website MoneySavingExpert with +12.6.
Despite efforts to assuage both the public and advertisers, YouTube tumbled out of the top 10 entirely after placing ninth in 2016. The drop implies that a number of brand safety scandals as well as concerns over its YouTube Kids app and influencer content, YouTube ultimately affected consumer perception.
Yorkshire Tea, Marks & Spencer, Ikea and Premier Inn – a new entry – all featured on the list.
As part of the BrandIndex study, YouGov has also revealed which brands noted the most improvement to consumer perception in 2017.
Topping the list was BHS, which shuttered bricks and mortar stores and moved online at the end of 2016, with a significant rise of +13.8 to its 2017 score. Sports Direct came in at number two with a +6.8 rise, going from -16.9 to -10.0 over the space of 12 months after a string of damaging headlines the previous year thanks to scrutiny of its bonus policies and treatment of staff.
Samsung made some reparations following its exploding battery scandal of 2016. In 2017 it improved its score by +3.8 on the prior year.