YouTube unseats Apple atop ‘Brand Intimacy’ survey of millennials

“Apple topped the chart last year in MBLM’s annual Brand Intimacy survey, but this year there’s a new number one company — at least among millennials,” Zac Hall reports for 9to5Mac. “YouTube has climbed from number three to number one this year, moving Apple down a slot according to a preview of the study.”

“While Apple, Disney, and YouTube held the top three slots a year ago,” Hall reports, “this year sees a shuffle at the top between Apple and YouTube as well as Disney and Netflix.”

MBLM Brand Intimacy survey top ten:

  1. YouTube
  2. Apple
  3. Netflix
  4. Disney
  5. Nike
  6. Target
  7. XBOX
  8. PlayStation
  9. Google
  10. Walmart

Hall reports, “In previous years, Apple has topped the overall list based on factors like fulfillment, identity, and nostalgia.”

Read more in the full article here.

MacDailyNews Take: Remember when people were saying Apple should buy YouTube? But, if they had, the YouTube of today would likely be dramatically different.

Google bought YouTube in 2006 for about half of what Apple paid for Beats eight years later.

And, Walmart in the top ten? Seriously?

Google buys YouTube for $1.65 billion – October 9, 2006


  1. I’m not sure what brand intimacy is, but I do know that youtube is my number one source for entertainment, fast information, and historical fact. It has become a national treasure IMHO, and the only question is how to keep Google from utterly fscking it up.

    1. Your “…number one source for…historical fact”? I use YouTube from time to time – most often to access useful information on car and appliance repairs, but sometimes for casual entertainment. But I have never sought historical data on YouTube.

      It would be interesting if you provided a few examples.

    1. In the world of devils and demons, I do believe the current owners of that platform are acting as the culture police and much worse. Many content creators have made their business and lifestyle based solely upon this platform and TY with Googles blessing and assistance places burdens upon them that would be seen in the regular business world as simply unethical. They are playing favorites by putting certain creators at a financial disadvantage or outright culture policing them.

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