YouTube has been ranked as the top brand in YouthInsight’s ‘Australia’s Top 100 Youth Brands Report 2023’. The platform was also named the leading entertainment brand of Australian youth.
YouTube’s number-one ranking was attributed to the platform’s “diverse, and engaging content, serving as a place for community building and belonging”. On the heels of YouTube in the report’s top 10 list are household names Spotify, Google, Woolworths, Kmart, Netflix, Instagram, Coles, Google Maps, and McDonald’s.
YouthInsight, the research arm of Student Edge, conducted its third edition of the report with over 1000 Australians aged 14 to 24. New to this year’s research, data on Gen Z’s most important brand attributes were collected, and a values badge and assessment was introduced, showcasing the values Gen Zs most associate with their favourite brands.
The report’s top five value attributions show that brands doing well among Gen Zs provide the best value for money, produce high-quality products, are ethical (care about society and don’t engage in poor labour practices), use sustainable product development, and offer student discounts.
Of the brand category winners specifically, five were attributed the value of producing high-quality products. Three were awarded as having the best value for money, while two were selected for being on trend.
“Since 2019, YouTube has consistently secured the top spot in the Top 100 list, a trend that persists in 2023,” says Dr Anna Denejkina, PhD, Research Director for YouthInsight.
“Remarkably, a staggering 90% of Gen Zs [surveyed] expressed their fondness for YouTube, with this sentiment being consistent across genders, locations, and age groups. Gen Z gravitates toward the platform due to its rich diversity of content, creators, and the opportunity it provides to express and share their unique interests and viewpoints.
“However, YouTube’s appeal extends beyond its videos, as it fosters a sense of community and belonging. Our prior research has underscored the significance of connection for Gen Z, and we observe this importance reflected in their brand and entertainment preferences for 2023.”
A category breakdown
Retail
Woolworths was selected as the top retail brand for 2023, followed by Kmart in second place, and Coles in third. Woolworths ranked first among 81% of surveyed men, while Kmart was the choice for women, with 87 per cent of respondents selecting the brand as their number one.
Health and beauty
Dove was named the number one health and beauty brand this year, with 61% of male respondents selecting it as their top choice. Vaseline and Nivea were named the second and third brands in this category, respectively, with Vaseline being the top choice among female respondents (72%).
Food, restaurant and takeaway
McDonald’s was crowned the top brand in this category. The brand’s number of food options, convenience, and taste were reasons respondents gave for its top rating. Krispy Kreme was rated as the second top brand in this category and the preferred brand among women participants (80%), while the third top brand, KFC, was the top choice among male respondents (77%).
Sports and fitness
Nike was selected as the top sport and fitness brand, followed by Adidas in second place and Converse in third. Nike was also rated the top brand among female respondents (78%), while Adidas was the number one choice for male respondents (72%).
Telecommunication
Telstra, Optus, and Vodafone were the top three brands in this category. Telstra was also the favourite brand among female respondents (58%). Optus was the top brand among male respondents (56%).
Banking, finance and insurance
CBA was ranked as the top brand in this category and the top brand for male and female respondents (67% and 64%, respectively). PayPal came in second place, while ANZ came in third.
Entertainment
Crowned as the top entertainment brand and the number one brand overall, YouTube was also ranked as the preferred brand for both male and female respondents (89% and 91%, respectively). Spotify came in second, while Netflix was named the third most popular entertainment brand.
Apps and social media
Instagram, Google Maps, and Messenger were named as the top three brands in this category. Instagram was also the top brand among female respondents (88%), while Google Maps was the preferred brand among male respondents (79%).
Fashion
Cotton On was named the top fashion brand for 2023, with the highest popularity among female respondents (77%). H&M and Kathmandu were awarded second and third place, respectively, with the latter ranking first among male respondents (58%).
Technology
Google was awarded number one technology brand for the second consecutive year, followed by Apple in second place and Microsoft in third.