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Media & entertainment ranks as the most intimate industry in our 2022 rankings. This year, three of the top 10 brands overall are in media & entertainment: Disney, YouTube, and Netflix.
Media & entertainment has an average Brand Intimacy Quotient score of 51.6, well above the cross-industry average of 36.8. The category has improved its Quotient score performance by 3 percent since our last study.
Fulfillment has overtaken ritual as the dominant archetype for the media & entertainment industry, and indulgence has increased considerably, demonstrating that the need for pampering and gratification continues to rise. The industry ranks first for its percentage of users in the sharing stage.
In comparing Disney and YouTube, we see Disney leading across all stages, while YouTube is considerably stronger in the enhancement and ritual archetypes. Both brands have positive keywords: Disney with love and anticipation and YouTube with importance and being meaningful.