23/03/2016   Guy Bisson
The entertainment-brand power list

Netflix customers are the most likely entertainment consumers to promote their service to others with Netflix having risen to the top of the entertainment brand power list in both the UK and USA. Among channel and pay TV platform brands Netflix has the highest Net Promoter Score (NPS) in both countries. Other SVoD brands like Hulu in the USA and Amazon Prime Instant Video in the UK also rank highly, as do strong pay TV operators like Sky (UK) and AT&T and DirecTV in the US.

But there is a stark difference in the position of channel brands and types between the two markets. While incumbent broadcasters like the BBC, ITV and Channel 4 still rank highly in the UK, major US networks like CBS, the CW and ABC either don't make, or just scrape into, the top 20. Instead, US consumers are much more likely to align with key pay channel brands like HBO, Disney and Starz. Spanish-language channel group Univision is the highest ranked channel brand in the US market in terms of NPS and provides a useful illustration of the NPS measure itself. NPS is based on people who actually consume the service, so a brand that targets a specific sub-group can achieve very high scores because it is serving that sub-group well. It does not mean that Univision is a stronger brand on a national basis than some of the major pay brands it ranks above. Also notable is the on-going strong position of Freeview as an entertainment brand in the UK and the strong showing from Freesat within the top 10.

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