Disney+ surges from last to 1st place in ‘most beloved brands’ this spring

Marketing Dive


AUTHOR: Dianna Christie  PUBLISHED: June 15, 2020

Dive Brief:

  • Disney+ is the most loved brand in offline consumer conversations, followed by Amazon/Prime, according to Engagement Labs' TotalSocial study shared with Marketing Dive. The new streaming platform jumped from last place to first — up 410 spots — since 2019, now ahead of the other 600 brands on the list that was measured from March to May.
  • Food Network was the most loved brand in online conversations, followed by Apple and Spotify. The NFL, HGTV and Netflix also ranked on the list as entertainment and media streaming services were among the most popular brands on the list this year. HGTV was the only brand to rank on both the online and offline leaderboards, rising from No. 23 to No. 6 in online conversations.
  • Personal hygiene brands and online drugstores and grocers also benefited from the pandemic as consumers focused on staying clean. Nivea jumped from No. 159 to No. 3 on the offline list and Colgate increased from No. 43 to No. 6. Online grocers Publix and H-E-B made the top 10 as consumers stocked up on pantry staples, per Engagement Labs.

Dive Insight:

The researcher's latest ranking highlights how consumers' favorite brands shifted during the early days of coronavirus-related lockdowns to focus on media and entertainment brands, grocery stores and personal hygiene products.

The data suggests that people spent their time at home entertaining themselves with content. Netflix, HGTV, Spotify, and the NFL — surprising, given that most sports games were canceled during this time — were all among brands that benefited from this growth. Food Network saw improvements in rankings thanks to two lockdown trends around higher levels of entertainment viewing combined with the spike in home cooking as restaurants were limited to takeout and delivery offerings.




Read the full Marketing Dive article, here.

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