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Scarlett O'Donoghue 

Netflix most positively talked about brand among Gen Y

Netflix most positively talked about brand among Gen Y

A YouGov BrandIndex study reveals that Netflix is the most positively talked about brand among millennials.

The study considers which brands 18-34 year-olds have discussed the most in favourable terms with their friends, with the streaming service at the top with a score of 73.8, closely followed by Facebook (73.5) and Apple (73.3).

However, the top ten is completed by brands from a variety of industries. Retail giant Primark is in 6th place (70.4), ahead of music streaming service Spotify (70.3), and furniture brand IKEA (69.1).

"Netflix continues to be extremely popular with a younger generation of viewers," said Amelia Brophy, head of data products at YouGov. "Of course, one of the challenges for the service now is to expand into other age groups."

"As we would expect among this age group, other tech giants such as Facebook and Apple also feature prominently in our rankings. However, a notable feature of our top ten is the presence of brands that have a reputation for competitive pricing."

The rankings also assessed which brands have experienced the greatest uplift in positive word-of-mouth over the past 12 months.

Car brand BMW tops the 'improvers' list, with its score increasing by 7.8 points - ahead of Barclays with an improvement of 6.8, Home Bargains (6.5), TK Maxx (6.2) and Ferrero Rocher (6.1).

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