TV Network Rankings Brand Equity and the Weaponisation of Originals

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