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BIS COVID Top Media & 
Entertainment Rankings

The media & entertainment industry has an average Brand Intimacy Quotient of 50.3, well above the cross-industry average of 38.1. YouTube moves to first place in the industry, while Amazon Prime drops to second place. Consumer preference for Nintendo and ESPN has increased, while preference for XBOX and HBO has decreased.

Industry Performance

The media & entertainment industry ranks first in our COVID study. The category has increased its average Quotient Score by 7.7 percent. Media & entertainment brands perform better with men than women and with consumers older than 35 years old versus those under 35. During COVID, daily usage has increased by 7 percent.

Archetypes & Stages

The industry has outperformed the industry average across all archetypes except enhancement during COVID. Media & entertainment has shown increases across fulfillment, ritual, and nostalgia compared to our previous study. All stages are above the cross-industry average. Sharing has increased by 30 percent since our last study, while bonding and fusing rates have remained largely the same. The category has also improved its performance on the "willing to pay 20 percent more" and "can’t live without" measures, which is not surprising given the key role several brands played during the pandemic.

Study Average

Key Findings & Trends

Fulfillment has become the dominant archetype, replacing ritual. The media & entertainment industry has also increased its percentage of users in some form of intimacy by 19 percent. YouTube has replaced Amazon Prime as the top brand for men, while women have ranked Prime as their number-one brand over Disney in our last study.

Head to Head Comparison

Comparing the top two media & entertainment brands, YouTube and Amazon Prime, we see YouTube stronger across identity, ritual, nostalgia, and indulgence and Amazon Prime leading on fulfillment and enhancement. In terms of stages, YouTube leads in sharing, while Amazon Prime has a higher bonding score. More YouTube users say they cannot live without the brand compared to Amazon Prime users.

Head to Head

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