Apple Music falls from first to fifth in brand intimacy rankings

Apple Music has tumbled from the top spot to No. 5 in a brand intimacy study conducted by MBLM, getting beat out by the likes of Spotify and Pandora.

The 2019 MBLM Brand Intimacy Study compares apps and social platforms across the industry based on the emotional bond that users have with the brands.

In 2018, Apple ranked No. 1 before toppling to the fifth spot this year. Pinterest, Spotify, Pandora, and Instagram took the remaining top four positions, in that order. Facebook, Snapchat, Uber, Airbnb, and Venmo complete the top-ten list.

"Although a ubiquitous part of our daily routine, apps & social platform brands continued to underperform in our 2019 study," said MBLM's managing partner Mario Natarelli. "These brands are perceived as free utilities. They rank lowest in the smartphone ecosystem and now trust is emerging as a key challenge as these brands try to mature. However, strong performers such as Pinterest are creating powerful bonds - especially with women."

MBLM Brand Intimacy report for 2019.

Other statistical changes this year include an increased Brand Intimacy Quotient which measures our bond to the brands, up from 18 to 25.4 year over year. Pinterest was the top brand for women while Spotify took the top spot for men.

Apple maintains its position as the number two corporate brand after falling shy to Disney for the first time in February.

To reach its results, MBLM conducted surveys among 6,200 consumers in the U.S., Mexico and the United Arab Emirates. It attempted to measure the relationships participants had with brands as well as how strong that bond was.