· Disney tops Brand Finance Media 25 league table with US$32.6 billion brand value
· US dominates as American brands claim 86% of the total value in the ranking
· Canal+ is the fastest-growing network brand, up 41% to US$2.4 billion
With a brand value of US$32.6 billion, entertainment giant Disney remains the most valuable media brand this year, despite a 5% brand value decrease since 2017. Disney maintains its leading position through its measured focus on brand loyalty, investment in new technologies, and the expansion of its valued partnerships and divisions. Such is the brand’s appeal that with an AAA+ brand rating and a Brand Strength Index (BSI) score of 92.3, it also came out as the strongest brand in the world not just within the media sector, but across all categories in this year’s Brand Finance Global 500 study.
David Haigh, CEO of Brand Finance, commented:
“Disney has once again waved its magic wand and maintained the title of the most valuable media brand in the world. As a well-loved entertainment brand, Disney has a unique ability to use nostalgia to harness childhood memories amongst its customer base. Revisiting old Disney classics like ‘The Jungle Book’ and ‘Beauty and the Beast’ with live-action remakes has proved wildly popular at box offices worldwide.”
Nevertheless, with the recent purchase of a majority stake in 21st Century Fox for US$52.4 billion, Disney can develop its exceptionally strong brand to deliver more for completely new audiences. The addition of companies like Star India – which reaches hundreds of millions of viewers on the subcontinent, Sky – with presence across the UK, Ireland, Germany, Austria, and Italy, as well as a 60% stake in Hulu and plans to open a new streaming platform, mean that Disney can look to capitalise on this greater international exposure and establish its brand as much more than just a children’s favourite.
Disney’s acquisition of Star India could be a game changer in this fast-growing media market. Disney will be able to take advantage of new opportunities, such as access to cricket broadcasting rights and syndicating Disney productions across Star India’s 50+ TV channels in eight languages and the popular Hotstar streaming service. With over 150 million households, India is the second-largest subscription TV market in Asia, and acquisition of Star India will give Disney a strong edge over competing content providers on the continent. Star’s TV business could also bring in new advertising revenue at a time when US ad spending is growing at a slower pace.
US brands dominate the ranking
Whilst Disney claimed the top rank, Fox (valued at US$17.0 billion) and NBC (with a brand worth US$14.9 billion) retained 2nd and 3rd place respectively in the Brand Finance Media 25 league table, each growing 8% year on year. As Chinese brands make waves in many other sectors, the universal appeal of the American lifestyle and the prevalence of the English language make it easier for the US to retain control of media and entertainment. US brands fill 8 out of the top 10 positions and claim 17 spots in the league table overall. Their aggregate brand value accounts for 86% of the total.
David Haigh, CEO of Brand Finance, commented:
“The majority of the most valuable media brands operate in the US but the importance of emerging markets is increasing. Chinese and Indian markets grow exponentially and brands which understand that, make the most of that boom. This is precisely why Disney is so far ahead of its competition.”
Canal+ is the fastest-growing network brand
With a 41% growth to a brand value of US$2.4 billion, Canal+ is the fastest-growing network brand this year in the Brand Finance Media 25 league table. Canal+ is the leader in Pay TV in France, and its individual subscriber base increased by 2.8 million year-on-year. In August 2017, Canal+ announced a partnership with Bouygues Telecom which will offer subscribers an entry-level package including popular channels and unlimited access to video-on-demand, that is likely to further boost the network’s brand value.
Note to Editors
Every year, leading valuation and strategy consultancy Brand Finance values the world’s biggest brands. The 25 most valuable media brands in the world are included in the Brand Finance Media 25 league table.
Brand value is equal to a net economic benefit that a brand owner would achieve by licensing the brand. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand.
More information about the methodology as well as definitions of key terms are available in the Brand Finance Media 25 report.
Data compiled for the Brand Finance Media 25 league table and report is provided for the benefit of the media and is not to be used for any commercial or technical purpose without written permission from Brand Finance.