Most Connected Brands – Netflix (4th)

Baby boomers converted

2020 has proven to be another stellar year for Netflix in the Most Connect Brands Index, as it jumps up to fourth position – a total climb of 26 places in the last two years alone. The brand owes this success to winning over ‘Baby Boomers’, a generation who had Netflix placed 34th last year, now deeming it worthy of sitting nearly in the top 20 (22nd).

In credit to Netflix, the growth they are achieving has been made through credible gains on three out of four brand drivers:

It is no surprise that Prominence has seen the growth it has over the last year as Netflix continue to invest heavily in making sure consumers know their name. In 2019 alone, Netflix’s total media spend grew by a further 28% (to just under GBP£20 million) – meaning that since the start of 2017, they have almost tripled their level of ATL investment – a sure sign of a brand who is committed to driving growth.

Not only do more people know the Netflix name, but they are agreed it is a brand who are ‘always looking to push boundaries’. This is the strongest relative perception for Netflix and has seen an increase of five percentage points year-on-year, earning Netflix a ‘Top 5’ spot on this measure. This is by no means a small feat when looking at others who top this category– the likes of whom have launched the most innovative products and services in the twenty-first century:

Softening this well-established disruptive edge, Netflix continues to hold strong as a ‘brand that makes you smile’, sitting only behind the likes of Cadbury and Disney and second only to Disney on ‘Amusement’. Global mega brands who have literally spent over 100 years perfecting this to an art!

This all raises the question, is there really any stopping Netflix?

Considering the Covid-19 pandemic means that current consumer behaviours are probably more ‘Netflix and chill’ than ever, it would be natural to think perhaps not.

However, there are signs that Netflix need to ensure they are focussing on a conscious and diverse connection with fans, as the brand continues to grow and disrupt. Currently, Netflix perform relatively poorly across a range of perceptions in this area and have weakened overtime:

Whilst Netflix may therefore be tackling the challenge of winning over a broader audience, it has come with the additional task of ensuring new viewers feel truly welcomed and catered to. If Netflix wants to secure long-term success and even aim for the top spot next year, it must focus on strengthening its emotional connection with consumers.

We will be waiting on our sofas, primed and ready.

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