Netflix is now coolest brand among kids - beating YouTube, McDonald's and Nike

15 August 2023 , 23:01

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Netflix is now the coolest brand for young people (Image: AFP via Getty Images)

Netflix has overtaken YouTube to be named the coolest brand among children.

The streaming service knocked last year’s winner off the top spot, as well scoring higher than kid favourites McDonald’s and Nike. Family insight agency Beano Brain surveyed 60,000 seven to 14-year-olds for its annual Coolest brands report. Also included in the top 10 were cookie company Oreo, Disney and online gaming smash hit Roblox, which has seen over 380 million downloads.

Harry Potter was the highest-scoring UK brand, rated 32nd, down 21 places from last year. The BBC was the biggest faller, dropping 28 places from 43 to 71, while video game Minecraft sank 22 spots to 28. Amazon and Apple also fell out of the top 10, while in-demand energy drink Prime ranked just 82nd.

Beano Brain said kids were talking about more brands than last year, leading the report to double in size from 50 in 2022 to 100 in 2023. Helenor Gilmour, the firm’s director of insight, described the kids and teens, who fall under Generation Alpha as a hugely creative generation of critical consumers with expectations and benchmarks which are often higher than those of adults.

YouTube has been knocked off top spot (Getty Images)

She added that they expect depth and breadth of content – with continuous updates, spin-offs and new products – content availability on demand, full integration across platforms and speed – be that super-fast broadband or same-day delivery.

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“ Netflix is number one at meeting Gen Alpha’s needs from a brand when it comes to having a clear and salient proposition, the ability to create a sense of occasion to share with family and friends and exposure to interesting collaborations and edgy, sometimes dark, content that helps them explore the socio-economic landscapes and shape their opinions within a safe space,” added Ms Gilmour.

Meanwhile, Beano Brain managing director of commercial insight, Pete Maginn said: “By talking directly with the kids and not going through the parental filter, Beano Brain’s 100 Coolest Brands is a genuine snapshot of what kids love and, perhaps more importantly, why they love them.

“This is a unique opportunity to see what kids truly love and how brands integrate into their daily lives and will help inform smart business decisions.”

Natasha Wynarczyk