Apple Music came in at the top in MBLM’s Brand Intimacy survey last year. This time around, however, Apple Music has slipped to number five, being overtaken by Spotify and several others.
MBLM’s Brand Intimacy studies compare apps and social platforms and measures the “emotional science” of the bonds people form with brands. Each company, platform, or service is assigned a quotient based on survey responses.
Apple Music ranked top on MBLM’s list last year, but this year it has fallen to number five. Apple Music was passed by Pinterest, Spotify, Pandora, and Instagram in that order. Spotify was the number one brand for men, while Pinterest was number one among women.
MBLM surveyed a total of 6,200 consumer across the United States, Mexico, and the United Arab Emirates for its survey. Those respondents were between the ages of 18 and 64.
Here are the full rankings:
- Pinterest – 44.9
- Spotify – 39.2
- Pandora – 28.5
- Instagram – 27.2
- Apple Music – 26.5
- Facebook – 24.9
- Snapchat – 24.0
- Uber – 20.3
- Airbnb – 19.5
- Venmo – 19.2
In February, MBLM’s broader intimacy test placed Apple as a company as the third most intimate brand, being overtaken by YouTube. In previous years, Apple has topped the overall list based on factors like fulfillment, identity, and nostalgia.
