This year, Netflix has beaten YouTube to the number one spot of “Coolest Brands” in the UK, but the short video platform has retained its number one spot in the United States. McDonald's, Nike and new entry Oreo make up the rest of the Top 5, according to a year-long study including in-depth observational analysis, face-to-face interviews and omnibus with 60.000 7-14 year-olds in the UK and United States.
In the UK, the BBC dropped twenty-eight places, from 43 to 71, and Minecraft dropped twenty-two, to 28, having failed to maintain the buzz outside of its superfans (although Minecraft does still rank at 11 for boys). Meanwhile, Amazon (fifteen down from 4), Minecraft (twenty-eight down from 6) and Apple (eleven down from 8) all drop out of the Top 10 for 2023. At the same time, the report notes that, after a year of headlines, shortages, queues and endless publicity, one of the most hyped brands of the year, the energy drink Prime Hydration by KSI and Logan Paul, only managed to rank at 82.
“We spent a year talking to kids and teens aged 7-14 (Generation Alpha) about their likes and dislikes and observing the brands kids are wearing, chatting about and coveting, before testing their findings with the Beano Brain omnibus panel. And this year kids have brands on their brain, spontaneously talking about more brands than last year, leading the report to double in size from 50 Coolest Brands in 2022 to 100 Coolest Brands in 2023,” the authors of the report, from Beano Brain, said.
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