TV Network Rankings Brand Equity and the Weaponisation of Originals
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The 20,000 Foot View: The big streaming networks Netflix and Amazon have become the powerhouses of video brand equity by simultaneously weaponising TV shows as acquisition tools and assimilating the brands of traditional networks through association with their shows. The disconnect between original TV networks and global audiences is becoming wider as local networks and streaming services gain audience appeal and relevance. These trends leave TV networks with the challenge of preserving and reimagining their brand value.
Key Insights
- Netflix has TV show production, positioning originals brand extensions while also fusing branding with content branding to brand value
- Traditional networks ceding their brand equity to networks
- Netflix and lead the rankings for consumer network affinity with and fan respectively
- In the NBC’s Friends is the show highest brand awareness. The Big Theory of CBS comes second, by ABC’s Modern Family
- While the well-known US shows overall have least seasons each, the top shows have just two
- Netflix dominates the most-streamed and overall most-viewed rankings in Canada
- Two of top five most well-known shows the UK are reality programmes a Celebrity Get Me Out Here, Big Brother)
- TV networks reaching a tipping point in brand reach; the next few will see a battle between and subscriber numbers as the driver of brand equity
Companies and brands mentioned in this report: Reasons Why, ABC, Amazon Prime Video, AMC, American Gods, BBC, Big Brother, Black Mirror, Blue Planet, Brooklyn Nine-Nine, CBS, Channel Channel Crave, Criminal Minds, CTV, Disney+, Friends, FX, Game of Thrones, Grey’s Anatomy, Hawaii Five-O, HBO, HBO Go, HBO Now, House of Cards, I’m a Celebrity Get Me Out of Here, ITV, Iron Man Killing Eve, Love Island Australia, NBC, NCIS, Netflix, Netflix Canada, Netflix UK, Paramount Pictures, Riverdale, Sky, Starz, Stranger Things, The Big Bang Theory, The Big Three, The CW, The Voice, The Voice Australia The Walt Disney Studios, The Walking Dead, The Widow, Top Gear, Victoria, Vikings, WarnerMedia, YouTube, Young Sheldon