September 27, 2018
At a time when media companies rapidly deploy over-the-top video platforms, and pay-TV operators scramble to embrace Netflix to appease cord-cutting Millennials (ages 18-34), new YouGov data finds the demo enthusiastically embraces the SVOD behemoth.
In a survey from September 2017 through August of this year, 75.6% of Millennials recalled both hearing something good about Netflix in the past two weeks and discussing the brand with friends or family members within the same time period.
Runner-up was Facebook, with 75.1% of respondents having both heard something positive about the social network and discussed the brand with friends or family members. Facebook-owned Instagram (69.0%) came in fifth place, with a slightly higher percentage than YouTube (68.9%) and Snapchat (68.8%), according to YouGov.
The Apple iPhone (71.1%) came in fourth place, behind retail behemoth Walmart (73.6%).
Three brands — Victoria’s Secret, McDonald’s, and Chick-fil-A — tied for eighth place, with 66.8% of young adults reporting they came across positive information pertaining to each one around the same time they discussed the particular brand.
Among consumer brands generating the most improvement among Millennials, Dunkin’ Donuts had the biggest rise, climbing from 53.7% in 2017 to 59.7% in 2018. The chain, which just announced it would drop “Donuts” from its brand name in 2019, offering customers the ability to place their order via smartphone.