Netflix number one, Spotify number two and Primark number three; who doesn’t love cheap pants though.

For the second year in a row, Netflix has topped the list of most positively talked about brands in the UK according to market research firm YouGov. Claiming the crown is certainly a positive, however the technology industry took seven of the top ten spots in the list.

“Netflix’s popularity shows no signs of abating,” said Michael Stacey, Marketing Insights Manager at YouGov. “The streaming service continues to expand its offering, as well as investing in its own ‘Netflix originals’. By its very nature Netflix’s content invites discussion, and YouGov’s rankings show that the brand has certainly harnessed the power of word of mouth recommendations to gain a loyal following among a younger generation of viewers.”

While the research was limited to 18-34 year olds and what they have discussed in favourable terms among family and friends, it is perhaps a good measure of the tomorrows dominant players. This demographic is a key one for many advertisers because of the potential in years to come. Creating a favourable relationship with those individuals today with almost certainly benefit these businesses tomorrow.

Aside from Netflix and Spotify, the top ten featured Apple, Facebook, iPhone, PlayStation and AirBnB. Unsurprisingly for the demographic, budget brands also featured, Primark and Ikea, as well as everyone’s favourite chicken nugget vendor McDonalds.

Interestingly enough, Google made positive moves in this years’ rankings with the Pixel brand. This uplift was partly down to word of mouth as well as internet sentiment, perhaps suggesting positive experience with the device as opposed to those simply being swayed by engaging advertising or PR stunts.

What is worth noting is this is only a measure of the positive things which have been said about the business; YouGov does not data about the nasty stuff. This is pity, reputations are more easily destroyed than enhanced, and we suspect Facebook might not feature as highly is this was factored into the equation.