Netflix ranked as No 1 fastest-growing US brand in 2019

(FILES) This file photo taken on September 11, 2014 illustrates the on-demand internet streaming media provider, Netflix, on the home video game console PlayStation 3 in Stockholm. Video streaming giant Netflix said on February 24, 2016 it is making its first original German series, to debut in 2017. / AFP / JONATHAN NACKSTRAND

LOS ANGELES: 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 US$21.2bil (RM86.51bil), 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.