Study Finds Consumers Have Stronger Connection With Media, Entertainment Brands

The media and entertainment industry topped the list in MBLM’s Brand Intimacy study for the third year in a row. The study by the brand marketing firm, now in its 10th year, ranks brands based on consumers’ emotions. It revealed that Amazon Prime topped the industry followed by Disney and Netflix. The remaining brands in the top 10 for the media and entertainment industry were PlayStation, Xbox, YouTube, Nintendo, Hulu, HBO and WWE.

The Brand Intimacy 2020 Report analyzed the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. It defines brand intimacy as the emotional science that measures the bonds formed by consumers with the brands they use and love. Top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the study.

“The media and entertainment industry continues to dominate in our study,” says Mario Natarelli, managing partner, MBLM. “Our increasingly polarized times and our dependence on the smartphone are the perfect conditions for the growth of media and entertainment brands. Consumers are enjoying entertainment on their terms; content and gaming titles have flourished trying to satiate our binging appetites.”

MBLM’s study found that the media and entertainment sector had an average Brand Intimacy Quotient of 46.7, which was well above the cross-industry average of 31. Breaking down its findings by various demographic group, the study reveals that Amazon Prime was the top media and entertainment brand among consumers over 35 years old, while Millennials ranked PlayStation first and Gen Z selected Xbox as their top brand; and Disney led with women, while Amazon Prime led with men. Disney was also the top brand among consumers with incomes under $100,000, while users with incomes over $100,000 preferred Amazon Prime.

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