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TV Network Rankings Brand Equity and the Weaponisation of Originals

Report by Amanda Stears
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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 weaponised TV show production, positioning originals as brand extensions while also fusing platform branding with content branding to amplify brand value
  • Traditional networks are ceding their brand equity to streaming networks
  • Netflix and Amazon lead the rankings for consumer TV network affinity with XXX and XXX fan penetration respectively
  • In the US, NBC’s Friends is the show with highest brand awareness. The Big Bang Theory of CBS comes second, followed by ABC’s Modern Family
  • While the most well-known US shows overall have at least XXX seasons each, the top streaming shows have just two
  • Netflix dominates both the most-streamed and overall most-viewed show rankings in Canada
  • Two of the top five most well-known shows in the UK are reality programmes (I’m a Celebrity Get Me Out of Here, Big Brother)
  • TV networks are reaching a tipping point in their brand reach; the next few years will see a battle between shows and subscriber numbers as the preeminent driver of brand equity 

Companies and brands mentioned in this report:  XXX Reasons Why, ABC, XXX Amazon Prime Video, AMC, American Gods, BBC, Big Brother, Black Mirror, Blue Planet, Brooklyn Nine-Nine, CBS, Channel XXX Channel XXX 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 XXX 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

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