U.S. Top 10 Most Intimate Media & Entertainment Brands, According to MBLM’s Brand Intimacy 2020 Study
Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we 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 & entertainment industry continues to dominate in our study," stated Mario Natarelli, managing partner, MBLM. "Our increasingly polarized times and our dependence on the smartphone are the perfect conditions for the growth of media & entertainment brands. Consumers are enjoying entertainment on their terms; content and gaming titles have flourished trying to satiate our binging appetites."
Additional significant media & entertainment findings in the U.S. include:
- The industry had an average Brand Intimacy Quotient of 46.7, which was well above the cross-industry average of 31
- Amazon Prime was the top media & entertainment brand among consumers over 35 years old, while millennials ranked PlayStation first and Gen Z selected Xbox as their top brand
- Disney led with women, whereas 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
- Ritual, which relates to a brand being ingrained into daily actions, was the archetype most associated with the category (last year it was indulgence), and Netflix was the top brand for ritual
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