YouTube has unseated Apple as the Most Intimate Brand among millennials. YouTube ranked the most intimate brand among millennials for the first time, climbing up from third last year, according to MBLM’s Brand Intimacy 2019 Study, which is the largest study of brands based on emotions.
It unseats Apple, Brand Intimacy is defined as a new paradigm 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. 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: 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 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 U.S., Mexico and UAE.