Netflix is now cooler than Aston Martin, according to a new study.
The annual report from Coolbrands, published today, aims to rank the coolest brands in Britain. While Apple has held on to its number one ranking for four years in a row, Netflix has stormed up the charts. Last year, the streaming giant entered the top 10. This year, it jumped from 10th place to fifth.
The index, which compares factors such as style, originality, authenticity and desirability, places the VOD service below only Ray-Ban, Glastonbury and Nike in the cool stakes – and higher than sixth place Alexander McQueen, eighth place Chanel and 10th place Aston Martin.
The digital streaming world, though, is becoming cooler by the minute: Spotify’s debut ranking places it as the 11th coolest brand in the country, while YouTube is the ninth coolest brand. Instagram, which recently introduced the ability to record and share video (a TV series made for the service won an award at the Raindance Web Fest last night), has risen from 14th place to seventh.
CoolBrands spokesman Stephen Cheliotis says Netflix and Instagram are “showing clear momentum… posing a threat to established sector overall”. Indeed, luxury names such as Selfridges and Dom Perignon dropped out of the charts, trumped by the growing appeal of the affordable subscription site, as well the innovative nature of younger digital companies.
“How long Apple hangs on to pole is hard to predict, but as the initial excitement around new products dies down, evaluation on how pioneering these are could be telling,” adds Cheliotis.
The top 20 cool brands for 2015 are as follows:
1 Apple (Technology – General)
2 Ray-Ban (Fashion – Glasses & Sunglasses)
3 Glastonbury ( Festivals & Events)
4 Nike (Sportswear & Equipment)
5 Netflix (Music & Movie Streaming)
6 Alexander McQueen (Fashion – Design)
7 Instagram (Media – Search, Social & Communications)
8 CHANEL (Fashion – Design)
9 YouTube (Media – Search, Social & Communications)
10 Aston Martin (Automotive)
11 Spotify (Music & Movie Streaming)
12 Google (Media – Search, Social & Communications)
13 Royal Albert Hall (Entertainment Venues)
14 Sonos (Technology – Audio)
15 Whole Foods Market (Food – Retail & Curators)
16 Bang & Olufsen (Technology – Audio)
17 Ace Hotel (Travel – Hotels)
18 adidas (Sportswear & Equipment)
19 Virgin Atlantic (Travel – General)
20 Liberty (Retail – General)