The UAE loves Netflix, Disney, National Geographic and more … but not as much as it loves YouTube!
… and the votes are in. The media and entertainment industry in the UAE climbed to the Top 3 "most intimate" among 15 industries researched in the UAE in 2019, according to the MBLM Brand Intimacy 2019 Report. YouTube's popularity in the country has helped lift the media and entertainment industry from No. 9 in 2018 to the Top 3. YouTube also reached the Top 10 across all industries, making it the first-ever media and entertainment industry brand to do so in the UAE.
"Consumers traditionally are more intimate with industries like automotive and technology. Those industries still score high, but to see media and entertainment rise so quickly in 2019 is an indication of shifting consumer priorities in the UAE,” said William Shintani, Managing Partner at MBLM.
The MLBM Brand Intimacy 2019 Report showcases the finding of one of the largest studies of brands based on emotions. "Brand intimacy" is defined as the emotional science that measures the bonds we form with the brands we use and love. Top intimate brands tend to outperform top brands in the S&P and Fortune 500 indices for revenue and profit. Consumers are also more likely to pay price premiums for intimate brands and less willing to live without them.
A novel consumer trend
The significant jump in the rankings for the media and entertainment industry as a whole represents a marked shift in the way consumers connect with these brands.
YouTube’s stellar performance, in particular, indicates just how integral media and entertainment brands are becoming to UAE consumers’ lives. Meanwhile, within the industry, National Geographic, OSN, and Netflix moved up to the second, third and fourth places, respectively. Gulf News, PlayStation, Disney, MBC and Nintendo followed them to round out the Industry Top 10.
The rise of YouTube to the top of the rankings, as well as the rise of the media and entertainment industry as a whole, is particularly interesting as it is almost a perfect reflection of trends revealed in the corresponding U.S. study, where media and entertainment ranks #1. This shows that the UAE consumer trends are becoming more aligned with those of the U.S.
Who loves what, exactly?
The MBLM Brand Intimacy 2019 report also provides insight into the media and entertainment industry.
- Netflix was the most intimate media and entertainment brand overall for women surveyed.
- National Geographic topped the list as the most intimate industry brand for men.
- Disney maintains the highest score for the nostalgia archetype
(memories of the past and the warm, poignant feelings associated with them).
- OSN, the highest-ranking regional brand in the industry, had the top score for sharing – the primary stage of brand intimacy wherein the person and the brand engage and interact.
- Indulgence, which describes a brand relationship centered on moments of pampering and gratification, was the most dominant archetype in the category.