Results from Young Love 2015, an annual US study from youth and family research firm Smarty Pants, reveal that classic cookie brand Oreo has dethroned the iPad as the most-loved brand among kids six to 12, but Netflix is quickly moving up the brand affinity rankings for both kids and parents.
In fact, Netflix jumped from the 22nd spot all the way up to a Kidfinity ranking of third in brand awareness and popularity among the more than 7,000 kids surveyed this past summer. (Kidfinity refers to Smarty Pants’ proprietary measure of kids’ brand awareness, popularity and love for a brand.)
The streaming platform also rose more than 10 Momfinity points, placing it in the number-five spot on this year’s Moms’ Top 50 Brands list.
With its nearly 65 million global subscribers and expanding originals kids slate, the results are further proof of how much kids and families are relying on video content they can access whenever and wherever they want.
Not to be outdone, Netflix competitor Amazon was ranked by moms as their most-liked brand in 2015 – from a pool of more than 280 brands – for its easy online shopping service and product choice.
While the study credits the sharing-based marketing strategies of brands including Oreo, M&M’s, and Reese, which all secured high ratings, overall brand affinity is in decline, suggesting that marketers are having a tougher time reaching kids through the traditional routes like TV and bricks-and-mortar retail.
Additionally, the iPad, Disney, Nickelodeon and LEGO all saw drops of more than 10 Kidfinity points this year.