Report: YouTube Top ‘Most Intimate Brand’ Among Millennials

YouTube ranked the “most intimate brand” among millennials for the first time, climbing from third last year, according to MBLM’s Brand Intimacy 2019 Study, a study of brands based on emotions.

The firm defines brand intimacy as something that leverages and strengthens the emotional bonds between a person and a brand.

“YouTube ranked 10th with millennials just two short years ago and has steadily made its way to the top,” said Mario Natarelli, managing partner, MBLM, in a statement. “The brand has demonstrated an ability to entertain a diverse millennial audience through its extensive content. It is also continuing its expansion of services, including the launch of YouTube Music in 2018, as it finds new ways to connect with consumers. Millennials in particular bond strongly with the media and entertainment industry, and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience.”

Apple and Netflix ranked as the second and third most intimate brands for this generation. Comparatively, in MBLM’s 2018 study, Apple placed first followed by Disney and YouTube.

The other brands that rounded out the top 10 were, in order: Disney, Nike, Target, Xbox, PlayStation, Google and Walmart. Millennial men selected Xbox, PlayStation and Spotify as their top three and millennial women selected Target, Amazon and Disney.

The Brand Intimacy 2019 Report, to be released in full Feb. 14, contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the United States, Mexico and the United Arab Emirates, according to MBLM.

Netflix Plans Feature About Nike Co-Founder

Netflix has optioned the rights to The New York Times bestseller Shoe Dog, written by Nike co-founder Phil Knight.

Oscar-winning producer Frank Marshall will produce the film alongside Knight.

“I look forward to working with my friend, the great Frank Marshall, in bringing my story and the story of Nike to the screen,” said Knight in a statement. “I have been gratified by the reception my book has received and think that we can explain my journey and the story of Nike to an even larger audience in collaboration with Netflix.”

“We couldn’t be more excited to be making Shoe Dog with Phil Knight, one of the world’s business icons and a great storyteller,” said Scott Stuber, head of Netflix’s film group, in a statement. “Phil created a brand and a company that became much more than the swoosh. Through innovation, passion, and trial and error, Phil created something that became a part of our culture. We can’t wait to share that with the world. This project is also giving us the ability to extend our relationship with world class writers Scott Alexander and Larry Karaszewski. They are fantastic collaborators and we are lucky to have them working with us, Frank and Phil and this project.”

Marshall and Knight have a relationship dating back to the 1980s, when they met during the production of Back to The Future.

“Ever since our collaboration on BTTF and being a runner myself, I’ve always been fascinated by Phil’s story and how the company came to be,” Marshall said in a statement. “It’s an amazing tale about what the path to success really looks like, with its mistakes, struggles, sacrifice and even luck. It’s about how a company can grow with the right people, dedication, a belief in the power of sport and a shared mission to build a brand that would change everything.”

Shoe Dog, published in April 2016, remains on the New York Times bestseller list and has been published in more than 40 languages worldwide. The book illuminates Nike’s early days and its evolution into one of the world’s most iconic, profitable brands.