Netflix beats Singapore Airlines when it comes to brand advocacy, says YouGov

For the second year in a row, Netflix has the strongest brand advocates amongst Singaporean consumers. According to YouGov’s brand advocacy rankings, the subscription video-on-demand service topped the list once again with a score of 79.8. The top three is completed by national carrier Singapore Airlines (78.3) and Japanese retailer Uniqlo (71.8).

Ervin Ha, head of data products explained that even with the introduction of new subscription video-on-demand services in an increasingly saturated market, Netflix has managed to come up on top as the most recommended brand in the nation for two years running.

“This is a testament to the company’s great service in providing content at the touch of a button,” Ha added.  YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers and analyse which one have the highest proportion of people recommending them to a family member or friend. The YouGov BrandIndex screened all of its 432 brands to calculate its net Recommend score.

Respondents were asked for brands which they would recommend and brands to avoid. Rankings data was collected between 1 November 2018 and 31 October 2019.

Digital brands have a strong presence the top 10. Coming in fourth is WhatsApp (70.8) which ties with local telco Circles.Life (70.8), while Google (64.7) takes up the sixth spot. Video-sharing platform YouTube (62.6) is in ninth position and cashback rewards programme Shopback (62.2) takes up the tenth spot.

The list is completed by brands from the aviation industry. Dubai-based airline Emirates comes in seventh (64.6) and Singaporean Changi Airport in eighth (83.4).

YouGov also reveals which brands have the most improved level of customer advocacy. Transport provider MRT comes up on top, (a rise of +26.5 points), ahead of eCommerce platforms Fave (up +21.9 points), and Courts Online (which has improved by +11.6 points).

Improvers data was collected from respondents between 1 November 2017 and 31 October 2019. All brands must have a minimum N of 200 and have been tracked for at least six months to be included in the rankings and at least six months in the prior year’s period (as well as being currently tracked) to be included among improvers.

(Photo courtesy: 123RF)

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