Netflix coolest brand for kids: Study

Netflix is number one in the 100 Coolest Brands for kids and teens in the UK, reveals a study by Beano Brain, the specialist kids and family insights agency. The second edition of Beano Brain’s annual Coolest Brands Report saw the streaming giant overtaking YoutTube, which was on top last year.
McDonald's, Nike and new entry Oreo mking up the rest of the Top 5 according to a year-long study including in-depth observational analysis, face-to-face interviews and omnibus with 60,000 7–14 year-olds in the UK and US.
In the UK, the BBC dropped twenty-eight places from 43 to 71, and Minecraft dropped twenty-two places to 28, having failed to maintain the buzz outside of its superfans. (Although Minecraft does still rank at 11 for boys). Amazon (15 down from 4), Minecraft (28 down from 6) and Apple (11 down from 8) all drop out of the Top 10 for 2023.
After a year of headlines, shortages, queues and endless publicity, one of the most hyped brands of the year, the energy drink PRIME Hydration by KSI and Logan Paul only managed to rank at 82.
The agency spent a year talking to kids and teens aged 7 – 14 (Generation Alpha) about their likes and dislikes and observing the brands kids are wearing, chatting about and coveting, before testing their findings with the Beano Brain omnibus panel.
And this year kids have brands on their brain, spontaneously talking about more brands than last year, leading the report to double in size from 50 Coolest Brands in 2022 to 100 Coolest Brands in 2023.
Helenor Gilmour, Director of Insight, Beano Brain, said: “Netflix reigns supreme as the king of the streaming services. Its ever-changing catalogue means kids feel it’s impossible to tire of the streaming platform. There is something for everyone and every mood and it opens a door for kids to explore the world beyond their doorstep. They can discover captivating content from across the globe and feed their desire for darker themes with shows like the hugely popular Wednesday (pictured) and Stranger Things series, which provided universal thrills for kids and adults alike, with a feel-good side of nostalgia for the latter.”

“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,” Gilmour said.