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YouGov Media Netflix

Netflix seals first place in YouGov Buzz rankings


By John Glenday, Reporter

January 23, 2019 | 2 min read

Netflix has claimed top spot in an annual survey of US consumer sentiment conducted by YouGov by outperforming close to 2,000 individual brands.

Netflix on a mobile device

Technology giants dominated the top five

The Buzz rankings were compiled by asking consumers ‘If you’ve heard anything about the brand in the past two weeks – through news, advertising, or word of mouth – was it positive or negative?’ Responses are then duly scored on a scale of -100 to 100 to arrive at a single numerical ‘buzz’ value.

In the streaming goliath’s example, this saw it receive an average score of 33, comfortably ahead of Amazon on 29.3 and Amazon Prime which scored 28.

Technology giants dominated the top five which were rounded out by Samsung (22.3) and YouTube (22) respectively but the wider top 10 saw a more diverse collection of brands with the likes of Procter & Gamble-owned cleaning brand Dawn (21.2) and Japanese car maker Toyota (20.4) making an appearance.

In addition to ranking absolute sentiment, YouGov also took the time to catalogue the biggest gainers overall, with United Airlines soaring by 9.6 points to see it register the single greatest increase in consumer perception.


YouGov attributes this to a rebound from its 2017 low point when footage of a passenger being forcibly ejected from one of its flights went viral, sinking its average Buzz score to an unlucky 13.1. Despite its, bounce United are still sitting in negative territory on -3.5.

A comparable survey in the UK last year saw Netflix come in at a creditable third place, behind discount retailers Aldi and Lidl.

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