Stat: YouTube tops Beano Brain’s 2024 coolest brands for UK kids list

UK – YouTube has emerged as the top brand among children aged 7–14, surpassing popular names like Netflix, McDonald’s and Nike, according to Beano Brain’s annual 100 Coolest Brands report. The study highlights the enduring appeal of entertainment brands, with YouTube, Netflix and Disney securing the top spots.

‘Kids consider YouTube ‘safe’, a place where they’re less likely to stumble across upsetting or inappropriate content, unlike TikTok,’ said Helenor Gilmour, director of strategy at Beano Brain. Surprisingly, TikTok is only the 28th coolest brand, according to the rankings; just 38% of UK boys find TikTok cool, compared to 60% of UK girls. 

Food and drink brands also made a strong showing, with McDonald’s, Oreo and Coca-Cola featuring prominently in the top 20. Notably, UK brands struggled to rank highly, with Greggs landing in 31st place. Meanwhile, Crocs and Squishmallows rose in the rankings significantly. 

For more insights on younger consumers, head to our Alphas Now and Next: From the Sandbox to Roblox macrotrend report.