Netflix strikes a chord with Generation Alpha as UK brands struggle and Amazon takes a tumble

Netflix has taken the number one spot in a 100 Coolest Brands for Kids & Teens study, involving feedback from 60,000 7-14 year olds, unveiled today by Beano Brain.

This second edition of its annual report saw the streaming service overtake YouTube.

McDonald’s, Nike and new entry Oreo make up the rest of the top five.

There are no UK brands in the top ten. The highest rated are: Harry Potter (32 down from 11), Greggs (new entry at 34), Sports Direct (40 up from 45) and JD Sports (47 down from 46).

Amazon (15 down from 4), Minecraft (28 down from 6) and Apple (11 down from 8) all dropped out of the top ten

After a year of headlines, shortages, queues and endless publicity, one of the most hyped brands of the year, the energy drink PRIME by KSI and Logan Paul, only managed to rank at 82.

Helenor Gilmour, Director of Insight, Beano Brain, says: “Generation Alpha is increasingly discerning - a hugely creative generation of digital masters and critical consumers with expectations and benchmarks which are often higher than those of adults.”

“They expect depth and breadth of content – with continuous updates, spin-offs and new products – content availability on demand, full integration across platforms and speed – be that super fast broadband or same-day delivery.”

“They may not all be full Greta, but saving the planet is one of their most important issues alongside kindness being cool and an expectation that brands should give something back. They are also digital savvy and switched-on when it comes to safety online.”

2023’s top ten heavily features brands that lean into experiences and special moments and to really stand out for youngsters the coolest players must capture kids’ hearts and minds, create a sense of occasion with either friends and family or in simple daily pleasures or for key life moments such as ‘back to school’.

Gen Alpha are also primed to celebrate brand collaborations and embrace those that are brave when it comes to championing diversity or helping them navigate life stages such as puberty.

Gilmour adds: “Netflix reigns supreme as the king of the streaming services. Its ever changing catalogue means kids feel it’s impossible to tire of the streaming platform.”

“There is something for everyone and every mood and it opens a door for kids to explore the world beyond their doorstep.”

“They can discover captivating content from across the globe and feed their desire for darker themes with shows like the hugely popular Wednesday and Stranger Things series, which provided universal thrills for kids and adults alike, with a feel-good side of nostalgia for the latter.”

“Netflix is number one at meeting Gen Alpha’s needs from a brand when it comes to having a clear and salient proposition, the ability to create a sense of occasion to share with family and friends and exposure to interesting collaborations and edgy, sometimes dark, content that helps them explore the socio-economic landscapes and shape their opinions within a safe space.”

Outside of Netflix, those that manage to resonate across Gen Alpha’s ‘coolest brand’ criteria rank highly and will be nurturing potential lifelong fans.

Gilmour says: “Kids love brands with salience and a clear proposition. It’s why Nike (Just Do It!) is cooler than adidas and why Pringles, with their mouth pleasing texture and shape are cooler than Walkers.”

“Kids love a sense of occasion from Apple releases to the ritual of Oreo dunking and they love sharing these with their families. Brands that are there at key life moments will rank highly for cool. McDonald’s scored well for their FIFA World Cup promotions and Fun Football Centres while Nike is King when it’s back to school.”

“Gen Alphas are the original YouTube generation raised on influencer collaborations, and so their discovery and loyalty are often driven by collaborations such as Nike Chunky Dunkys in collaboration with Ben & Jerry’s.”

“And let’s not forget, Gen Alpha are still finding their way and shaping their own opinions, and they really get behind brands that are brave such as Disney tackling puberty in the movie Red or championing diversity in the live action Little Mermaid.”