YouTube, Netflix surge in ranking of most valuable media brands

Google’s video-sharing platform YouTube and streaming video giant Netflix surged to the No. 2 and 3 spots in a ranking of the world’s most valuable media brands behind Disney.

YouTube’s brand value jumped 46% to $37.9 billion, while Netflix’s value more than doubled to $21.2 billion, compared with Disney’s 40% gain to $45.8 billion this year from 2018.

Digital platforms have five of the top 25 spots as traditional media companies grow more slowly or even lose value.

In addition to YouTube and Netflix, the top five digital media brands include Chinese video streaming services Youku (No. 11) and iQiyi (No. 17), and music streaming platform Spotify (No. 20).

Disney-owned sports channel ESPN is the world’s strongest media brand with a Brand Strength Index (BSI) score of 88.9 out of 100 and a brand strength rating of AAA.

The strength of the brand was evident with the launch of streaming service ESPN+, which signed up 1 million subscribers in its first six months, per Brand Finance.

Brand Finance’s ranking of most valuable media brands shows how over-the-top services are transforming the industry. Digital platforms such as Netflix, YouTube, Alibaba’s Youku, Baidu’s iQiyi and Spotify are expanding their audiences and driving revenue growth alongside a massive shift in viewing habits.

Broadband internet and mobile connectivity have spurred the cord-cutting trend in developed markets like the U.S., while emerging markets such as China for years have skipped the build-out of cable networks and gone straight to mobile.


Traditional media brands are either losing value or seeing slower growth, which highlights the urgency in starting or expanding their own streaming platforms.

ABC’s brand value fell 41%, while Fox’s declined 6% and NBC’s slumped 3% amid the growing rivalry with digital platforms, per Brand Finance.

As the value of traditional TV networks’ brands decline, they will likely continue to devise new ways to attract advertisers.

While Disney can be classified as a traditional media company, it’s boosted its value with investments in emerging markets, the acquisition of 21st Century Fox’s film and TV assets, a controlling interest in Hulu and plans for Disney+, a streaming service that will start this fall, per Brand Finance.

Disney will charge $7 a month for the streaming media service, making it less expensive than WarnerMedia’s HBO Now and Netflix.

Meanwhile, AT&T’s WarnerMedia is planning to launch HBO Max, heightening the rivalry with Netflix.

In response to growing competition, Netflix has invested heavily in original programming, including hits shows like “Stranger Things,” “Orange Is the New Black” and “House of Cards.”

Netflix this month said the third season of “Stranger Things” hit a company record with 40.7 million households watching the show in its first four days. Industry experts speculate that Netflix cannot continue financially without offering ad-supported content.

The company hasn’t announced a switch to ad-supported model: Almost a quarter of viewers would leave the platform if it did so, according to Hub Research.

However, while none of the products appearing in season three of “Stranger Things” were paid placements, the more than 100 products that appear in the latest season resulted in over $15 million in advertising value in the first three days of the show’s season three release.

For its part, YouTube already has moved toward an ad-supported business model for its original programming.

The company this year confirmed plans to make all of its new original programming available for free, including the first two seasons of “Cobra Kai,” TechCrunch reported.


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene