YouTube, Netflix and Amazon are Gen Z’s Top Brands in 2023, New Research From Rival Group Finds

Inaugural Gen Z Brand Power Index uses mobile chat-based polling techniques and a multi-dimensional analytic framework to capture the appeal, shareability, emotional connection, and value-alignment of brands among this up-and-coming generation

Chicago, IL, May 11, 2023 – Rival Group, the powerhouse market research company behind Reach3 Insights and Rival Technologies, today unveiled its inaugural Gen Z Brand Power Index and revealed Gen Z’s favorite brands in 2023 

Using a mobile chat-based methodology that aligns with how Gen Z themselves communicate, the research included over 354 brands spanning CPG, retail, tech, streaming, media, insurance, health, and financial services.  

Through a multi-dimensional analytic framework that combined measures such as appeal, shareability, emotional connection and value alignment the research found that YouTube, Netflix and Amazon are top brands among Gen Zs in 2023.  

Gen Z’s Top 15 Favorite Brands in 2023:  

  1. YouTube
  2. Netflix
  3. Amazon
  4. Google
  5. Instagram
  6. Lays 
  7. Doritos
  8. Target
  9. Hersheys
  10. Disney
  11. McDonald’s 
  12. Walmart
  13. Gatorade
  14. Visa
  15. Hulu 

“It has never been more crucial to understand the underlying motivations driving Gen Z behaviors,” says Matt Kleinschmit, CEO and Founder of Reach3 Insights. “This research incorporates important — but often ignored — aspects of Gen Z attitudes that drive resonance, sales, and long-term brand engagement. Considering factors like emotional connection, shareability and alignment with values is crucial in getting a more complete picture of how your brand is performing among this critically important generation.” 

Unlike other research studies and brand trackers, Gen Z Brand Power Index doesn’t rely on email-based surveys, instead leveraging mobile chat-based technology that also includes quant, qual and video inputs to gain a more complete understanding of brand perceptions.  

“Capturing qual inputs and video selfies allowed us to get rich context on what’s really driving brand salience and relevance among Gen Zs,” says Renee Khalili, Vice President at Reach3 Insights and lead researcher of the study. “This powerful blend of quant, qual and video provides our clients and partners with holistic insights they can take action on.” 

Since its inception in 2017, Rival Group has seen increasing demand from top brands for its research consulting and technology to understand younger consumers. Companies like REVOLT TV, Samsung, Paramount and Diageo have used the group’s Gen Z on-demand solutions, brand research services, and insight community platforms to understand and anticipate the evolving needs of this important cohort.

Gen Z Brand Power Index - rankings

To access the full Gen Z Brand Power Score report, please visit

About Rival Group: 

The Rival Group is a modern insights company focused on re-orienting the industry around the needs and expectations of the participants to deliver deeper insights and bigger impact to market research, marketing and business leaders. The world pioneers in conversational research, Rival Group is made up of two divisions: Rival Technologies, a mobile-first insight community platform, and Reach3 Insights, an award-winning, full-service research consulting agency. Both companies are reinventing and reinvigorating research for maximum business impact. For more info, visit or  


Media contact: 

Kelvin Claveria 
Marketing, Rival Group