Netflix — whose name has practically achieved verb status — was the fastest-growing brand from 2018-19 among American companies, according to a new study by Brand Finance, a global brand-valuation consulting firm.
The streamer’s estimated brand value more than doubled over the past year, growing 105%, to $21.2 billion, per the study. Brand Finance calculates values of brands using a “royalty relief” methodology, which involves estimating the likely future revenue that are attributable to a brand by calculating a royalty rate that would be charged for its use.
“Netflix delivers high-quality and varied programming to anyone with internet access and a credit card,” said Alex Haigh, Brand Finance’s valuation director. “The platform has embarked on a disruptive approach to media services and now has incumbents in the market looking over their shoulder.”
It would be so great to see the algorithm, which “estimating the likely future revenue”.