United Kingdom 
Italia 
Deutschland 
France 
España 
International 
Over the past year, Netflix has been reshaping itself into something bigger than a subscription streaming service, increasingly positioning as a broader entertainment and advertising platform. It has rolled out its in-house Netflix Ads Suite, expanded programmatic access through partners, and is preparing wider interactive/modular video ad rollouts in Q2 2026, a strategy that’s also reflected in its announced deal to acquire Warner Bros. Discovery’s studios and streaming assets (pending approvals), underscoring how far beyond “streaming-only” Netflix is now looking.
On the programming front, Netflix has leaned harder into “appointment” viewing globally, bringing WWE Monday Night Raw live to the platform in early 2025, streaming NFL Christmas Day 2025 games, and lining up a new MLB rights package starting in 2026.
Building on that year of expansion across advertising and “appointment” programming, Netflix’s brand strength shows up clearly in YouGov’s Best Brand Rankings 2026: it places #7 globally and #5 in the UK, with an average Index score of 34 worldwide. The Index score is a composite of six YouGov BrandIndex measures, Quality, Impression, Recommend, Satisfaction, Reputation, and Value, which together capture overall brand health. Netflix also ranks in the top 10 across multiple country-level lists, underlining the streaming platform's ability to sustain its strong performance across markets.
Netflix’s global brand health drivers: Quality and Impression lead
Globally, Netflix’s performance is anchored by two clear strengths: Quality and Impression with Quality (40) and Impression (39) leading the pack. The figures are global averages across tracked markets. Recommend comes in close behind at 36, a profile that points to a brand that’s both well-regarded and widely endorsed.
Satisfaction (33) and Reputation (31) remain solidly positive, while Value (27) is the clearest area for further upside internationally, suggesting there’s still room to strengthen “value for money” perceptions even as brand sentiment stays strong.
UK performance spotlight: Impression leads the way
With an Index score of 40, Netflix appears at #5 in the UK, a score higher than the global average, indicating UK being one of its stronger markets.
The order of drivers for shifts slightly: Impression (47) comes out on top, just ahead of Quality (46), with Satisfaction (44) and Recommend (42) also performing strongly.
This points towards a UK audience feels positively toward Netflix, reports high satisfaction and a strong willingness to recommend it. And while Value at a net score of 27 is positive as well, it’s again an area for further upside.
Methodology:
Based on over six million consumer surveys in 28 markets, rankings are based on brands’ Index scores between January 1st, 2025, and December 31st, 2025. To qualify for YouGov Best Brand Rankings, brands must be tracked in a minimum of 10 of the 28 markets analyzed in total. Brands must have a minimum sample size of 300 to be included. For a brand to qualify as a top 10 brand, it must have scores available for at least 6 months (183 days). Market-level analyses are based on Index scores in the indicated market.