The Brand Finance Media 50 2024 is the tenth iteration of the ranking of the world’s most valuable media brands. The first – published in 2015 – was dominated by broadcast media operators: Walt Disney was ranked first, ahead of Fox, NBC, TimeWarner and CBS. The ranking of the top 20 most valuable media brands of 2015 was primarily a listing of big production companies which specialised in making video, television and radio content. The 2024 ranking is radically different from 2015: nine of the ten most valuable brands are focused not on broadcasting, but on narrowcasting directlyto individuals through the distribution of user-created media. This includes the most valuable media brands, Google (brand value up 19% to $333.4 billion), TikTok/ Douyin (brand value up 28% to $84.2 billion), Facebook (brand value up 28% to $75.7 billion) and Instagram (brand value up 48% to $70.4 billion). The one outlier amongst the top ten media brands is Disney (brand value down 6% to $46.7 billion), which produces a considerable volume of its own original content, and operates Disney+, a significant online streaming platform.
Google retains title as world’s most valuable media brand, valued at $333.4 billion
Google is the world’s most valuable media brand for the fourth consecutive year, recording a 19% increase in brand value to USD333.4 billion. This increase stems from robust revenue growth reported by Alphabet, Google's parent company. Alphabet's revenues grew to USD307.4 billion in 2023, a 9% year-over-year increase.
Brand Finance research found that Google’s familiarity dipped marginally this year, but remains at extraordinarily high levels. Recommendation levels increased to even higher levels than last year, and other customer evaluations remained extremely high.
One key factor – which might become relevant with antitrust issues at stake – is that Brand Finance research found that Google’s brand is able to extract a significant volume premium.
As a result of Google’s extremely highly rated brand, customers are opting to use the product, to the extent that many consumers use ‘Google’ as a verb meaning ‘to search for something on the internet’. As such, Google boasts a strong brand strength index (BSI) score of 92.5 out of 100 and an equivalent AAA+ rating – the highest accolade for brand strength awarded by Brand Finance.
That said, Google has navigated several shifts in its business landscape. The company is so large that it has reached complete saturation levels in some key markets, including digital search and online advertising. As a result, Google faces significant regulatory and judicial scrutiny shortly.
TikTok/Douyin sees supercharged brand value growth, retaining second place with a brand value of $84.2 billion
TikTok/Douyin also recorded significant brand value growth in 2024, increasing its brand value by 28% to USD84.2 billion. In the West, TikTok has built an outstanding peer-to-peer marketing engine that allows consumers to easily share content with people who do not have TikTok accounts, serving as an effective form of user acquisition. Douyin - the Chinese-facing brand name known as TikTok to Western audiences - has transformed beyond a media channel to establish a robust e-commerce platform akin to Amazon’s in the West.
Brand Finance research indicates that TikTok's familiarity is growing as it nears market saturation. However, there has been a significant decline in brand recommendations. This drop is likely linked to concerns in Western markets about TikTok's ties to the Chinese Government and the associated publicity around data security issues.
Weixin/WeChat knocks Google off the top spot to become the world’s strongest media brand, with a BSI score of 94.3 out of 100
In 2024, Weixin/WeChat is the strongest media brand in the world, earning a brand strength index score of 94.3 out of 100, and an associated brand strength rating of AAA+. Weixin/WeChat 's brand strength is underpinned by its essential, familiar, and trusted status in China - its dominant market. This unparalleled connection has solidified Weixin/WeChat 's position as an integral part of daily life for millions of users.
According to Brand Finance’s latest brand tracking data, 81% of respondents surveyed in China are current users of the brand. However, like other Chinese brands Weixin/WeChat must contend with China’s continued economic slowdown, which is predicted to continue this year and beyond. This slowdown ultimately limits Weixin/WeChat 's financial potential and, consequently, its overall brand value. Weixin/WeChat ’s brand value decreased by 17% this year to USD41.8 billion.
Instagram is the fastest-growing media brand, increasing its brand value by 49% to USD70 billion
A significant increase in revenue and users has fuelled Instagram's strong brand value growth. The platform's enhanced ad targeting capabilities, engagement-driving features like Reels, and successful monetisation strategies have played crucial roles in its growth trajectory, further solidifying Instagram's position as a critical asset within Meta's portfolio. Furthermore, the top three fastest-growing media brands in the 2024 ranking are all part of the Meta group. Meta experienced robust growth in 2023, driven by ongoing product innovations and AI-enhanced improvements.
WhatsApp has grown its brand value by 29% to USD10.4 billion to be named the second-fastest growing media brand, while Facebook follows behind with a 28% brand value increase to USD75.8 billion.
Room for improvement: Google has the highest Sustainability Gap Value, at USD1.5 billion
Brand Finance also utilises its Global Brand Equity Monitor (GBEM) research to compile its Sustainability Perceptions Index. The study determines the role of sustainability in driving consumer choice, which brands consumers believe to be most committed to sustainability, the proportion of brand value attributable to sustainability perceptions, and the value at risk or to be gained, based on the difference between sustainability perceptions and actual performance.
Brand Finance’s perceptual research is analysed alongside CSRHub’s ESG performance data to determine a brand’s ‘gap value’. This is the value at risk, or value to be gained, arising from the difference between sustainability perceptions and actual performance.
Google has the highest Sustainability Gap Value, at USD1.5 billion. Google is pursuing net-zero emissions across its operations and value chain by 2030, supported by its goal to operate on 24/7 carbon-free energy.
The company also leverages AI and innovation to drive advancements in climate technology and promotes sustainable choices through its products and partnerships. Our data suggests that Google could generate up to USD1.5 billion in additional value through enhanced communication of its endeavours and accomplishments in sustainability.
TV brands lose brand value and strength amid global entertainment industry challenges
In 2023, the global entertainment industry faced a significant crisis due to a major Hollywood strike. Thousands of Hollywood writers went on strike following a series of unsuccessful pay negotiations, leading to the immediate halt of daytime and late-night talk-shows, premature season endings for many series, and delays for TV shows and films planned for 2024.
Consequently, major US TV networks have seen a substantial decline in both their brand values and strengths, including CBS (brand value down 28% to USD5.3 billion) and Fox (brand value down 26% to USD7.4 billion). UK-based networks have also suffered, with Sky's brand value falling by more than 19% to USD 8.4 billion and ITV's by 19% to USD 1.9 billion.
While the outlook for the global entertainment industry remains uncertain, it remains to be seen whether these major brands can restore their brand values and strengths in the coming years.
X (formerly Twitter) drops out of the ranking, grappling with financial difficulties and Musk controversies
Having appeared in the Media 50 ranking since 2020, X (formerly Twitter) has dropped out of the ranking. The brand has seen an 83% drop in its brand value to USD673.3 million and a 12.7-point drop in its BSI score to 56.9/100. According to Fortune, X experienced a sharp decrease in ad revenue, falling to approximately USD600 million per quarter in 2023 from over USD1 billion per quarter in 2022. This is particularly significant given that ad sales account for about three-quarters of X’s total revenue.
This decline highlights advertisers' alleged unease with X’s content moderation under Musk’s leadership. His controversial statements and policy reversals have alienated many brand ambassadors, further exacerbating the brand’s financial struggles and weakening its global reputation. This is reflected in the brand’s lower scores in the reputation and recommendation metrics of Brand Finance’s research.