Entertainment overtakes automotive in Interbrand ranking. What does $332.5bn measure?

Entertainment has overtaken automotive to become the second-largest sector by combined brand value in Interbrand’s 2026 Best Global Brands ranking, according to Deadline’s October 28 report. Interbrand puts entertainment brands at $332.5 billion, up 12.4% from a year earlier, making the shift a measure of what those brands are worth under its method.

Netflix’s brand value rose 22% in the assessment, Deadline reported. Interbrand linked the increase to the streaming company’s moves into live entertainment, sport and advertising, as it competed for attention beyond its original streaming business.

Which entertainment brands stand out?

Interbrand global CEO Gonzalo Brujó told Deadline that as content becomes abundant and consumer attention fragments, competitive advantage is shifting from the scale of content to the strength of a brand. He said advances in AI would make technology alone a weaker way for entertainment businesses to distinguish themselves.

What does the $332.5 billion figure measure?

The figure is Interbrand’s estimate of combined brand value, rather than the entertainment industry’s revenue or market capitalization. Deadline said the annual assessment uses available financial data and long-term profit forecasts. To qualify, a company must generate significant revenue outside its home market and meet a minimum Brand Strength Score of 50. Paradigm Sample conducted the research, Deadline reported.

The automotive comparison has a concrete example elsewhere in the same ranking. The Korea Herald reported, citing Hyundai Motor, that the company placed 29th overall and fourth among automotive brands, with a brand value of $25 billion. Interbrand cited Hyundai’s robotics and electrification work and its presence in the US and Europe as factors in its position.

Hyundai CEO Jose Munoz said 17 consecutive years of brand-value growth reflected the efforts of customers, employees and dealers. His company’s position shows where one major carmaker sits on the list; Deadline’s report attributes the sector-wide crossover to Interbrand’s assessment.