Netflix has the strongest brand advocates amongst Australian consumers, second year in a row
The subscription video-on-demand service tops the list for the second year in a row, with a score of +77.1. The top three is rounded up with Singapore’s national carrier in second (75.0) and Japanese automobile manufacturer Toyota in joint third (69.4).
YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers and analyse which one have the highest proportion of people recommending them to a family member or friend.
Technology brands fare well in the top ten. Audio equipment manufacturer Bose comes in joint third (69.4), digital payments system PayPal in seventh (66.7) and technology conglomerate Google in eighth (65.7).
Airline brands also have a strong presence in the top ten. Dubai based airlines Emirates comes in fifth (68.3) and Air New Zealand in sixth (68.1). The list is completed with household warehouse chain Bunnings in ninth (65.2) and financial services provider ING in tenth (64.2).
YouGov also shows which brands have the most improved level of customer advocacy. American automobile manufacturer Chrysler comes up on top (with a rise of +8.9). It is followed by low-cost insurance provider Budget Direct (up +8.2 points) and car insurance provider NRMA Insurance (increasing up +7.5 points).
Ervin Ha, Head of Data Products commented: “Even with the introduction of new subscription video-on-demand services in an increasingly saturated market, Netflix has managed to come up on top as the most recommended brand in the nation for two years running. This is a testament to the company’s great service in providing content at the touch of a button.”
YouGov BrandIndex screened all of its 611 brands for their net Recommend score, which asks respondents "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are interviewed. Rankings data was collected between November 1, 2018 and October 31, 2019, and Improvers data was collected between November 1, 2017 and October 31, 2019. All brands must have a minimum N of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year's period (as well as being currently tracked) to be included among improvers.