YouTube is labeled the new “most intimate brand” according to a survey of millennials. Apple took the title last year, but now drops to second place.

Other brands that did well include Netflix and Disney,  Android-maker Google came in at ninth place. Samsung didn’t make the top ten.

What’s is Brand Intimacy?

Brand Intimacy is a metric created by the advertising company MBLM, who says it shows “emotional bonds between a person and a brand.”

YouTube was just barely in the top 10 of this ranking a few years ago, but has shown significant growth since then. It was in third place in 2018. “Millennials in particular bond strongly with the media & entertainment industry and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience,” said Mario Natarelli, managing partner at MBLM, in a statement.

When Apple came out on top of this survey last year, Natarelli said “Apple has made itself indispensable to many users around the world and an essential part of their lives.“

The branding agency didn’t speculate on why Apple slipped from the top of this list, but 2018 was something of a bad year for Apple. Mac and iPad sold quite well, but iPhone had its first year-over-year sales drop ever.

Brands millennials prefer

The complete list of Brand Intimacy rankings for 2019 goes YouTube, Apple, Netflix, Disney, Nike, Target, Xbox, PlayStation, Google and Walmart. Male millennials selected Xbox, PlayStation and Spotify as their top three, while millennial women preferred Target, Amazon and Disney.

MBLM’s Brand Intimacy 2019 Report is based on the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. 


Cult of Mac