Netflix and YouTube top Coolest Brands 2023

Coolest Brands is back for 2023 and this year Netflix has beaten YouTube to the No1 spot in the UK, but the short video platform has retained its No1 spot in the US.

McDonald's, Nike and new entry Oreo make up the rest of the Top 5 according to a year-long study including in-depth observational analysis, face-to-face interviews and omnibus with 60,000 7–14 year-olds in the UK and US.

In the UK the BBC dropped twenty-eight places from 43 to 71, and Minecraft dropped twenty-two places to 28, having failed to maintain the buzz outside of its superfans. (Although Minecraft does still rank at 11 for boys). Amazon (15 down from 4), Minecraft (28 down from 6) and Apple (11 down from 8) all drop out of the Top 10 for 2023.

After a year of headlines, shortages, queues and endless publicity, one of the most hyped brands of the year, the energy drink PRIME Hydration by KSI and Logan Paul only managed to rank at 82.

We spent a year talking to kids and teens aged 7 – 14 (Generation Alpha) about their likes and dislikes and observing the brands kids are wearing, chatting about and coveting, before testing their findings with the Beano Brain omnibus panel.

And this year kids have brands on their brain, spontaneously talking about more brands than last year, leading the report to double in size from 50 Coolest Brands in 2022 to 100 Coolest Brands in 2023.

If you'd like to know more sign up to our insights newsletter to download a free mini Coolest Brands 2023 report and find out the Top 100 brands for the UK and US.