The media and entertainment industry rose to become the third most intimate industry in the UAE this year, compared to 9th and 8th places in 2018 and 2017 respectively, according to MBLM’s Brand Intimacy 2019 Study.
Media and entertainment came third among 15 industries and behind automotive and technology& telecommunications, which marks a shift in the way consumers connect with these brands. This puts UAE trends more in line with those revealed in the U.S. study, where media and entertainment ranks #1.
Brand intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love. The report shows that the top intimate brands outperform top brands in the S&P and Fortune 500 indices for revenue and profit. Consumers are also more willing to pay price premiums for intimate brands and less willing to live without them.
According to the study, YouTube ranked number one in the list of top 10 media brands. Meanwhile, National Geographic, OSN and Netflix all moved up to 2nd, 3rd and 4th places respectively, followed by Gulf News, PlayStation, Disney, MBC and Nintendo.
“In the UAE, the media and entertainment industry has appeared much lower in the rankings, as consumers traditionally are more intimate with industries like automotive and technology,” said William Shintani, Managing Partner at MBLM. “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.”
The study noted that Netflix was the most intimate media and entertainment brand overall for women surveyed, while the National Geographic was the most intimate industry brand for men. Although Disney slipped from 2nd to 8th space, it still maintains the highest score for the nostalgia archetype.
The highest-ranking regional brand in the industry, OSN, had the top score for sharing—the primary stage of brand intimacy wherein the person and the brand engage and interact.
MBLM with Praxis Research Partners conducted the online quantitative survey among 6,200 consumers in the U.S. (3,000), Mexico (2,000), and the UAE (1,200), aged from 18 to 64 years.