According to this monthly feature from YouGov, like the previous month, it is yet another streaming platform – SonyLIV – that is the top brand mover in India for May.

Biggest Brand Movers is YouGov’s monthly feature highlighting the 10 brands that have registered statistically significant growth across most brand metrics amongst consumers in India. These rankings identify the brands which have logged the greatest number of improvements across 13 metrics each month, ranging from aided brand awareness and corporate reputation, to purchase consideration and customer satisfaction.

The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.   

In this month’s Biggest Brand Movers, we have compared the performance of hundreds of brands between April and May 2023 to investigate which brands have shown improvement across most brand metrics.

SonyLIV has claimed the top spot as YouGov’s biggest brand mover in India for May 2023. The streaming platform claimed the top spot with improvements across 10 out of the 13 YouGov BrandIndex metrics that are considered.

Fortune, ZEE5, Sprite and Taj Hotels & Palaces are the next four brands with positive movement in their consumer perception across most brand metrics.

Top 10 Biggest Brand Movers in India (April vs. May 2023)

Brand table

YouGov India General Manager Deepa Bhatia said “India’s Biggest Brand Movers highlights the brands that have registered the most statistically significant month-on-month upticks in consumer perception metrics. SonyLIV saw improvements in 10 out of 13 brand metrics. The recent live streaming of UEFA Champions League 22–23 semi-final matches, along with the news of the Zee-Sony merger moving closer, may have added to the positive chatter around SonyLIV’s robust library of diverse content, making it the top mover this month.”


Data for Biggest Brand Movers compared statistically significant score increases across all BrandIndex metrics between May and April 2023. Brands are ranked based on the number of metrics that saw a statistically significant increase between May and April 2023. The metrics considered are:

Media and communication metrics
  • Aided brand awareness – whether or not a consumer has ever heard of a brand.
  • Ad awareness – whether a consumer has seen or heard an advertisement for a brand in the past two weeks.
  • Word of mouth – whether a consumer has talked about a brand with family or friends in the past two weeks.
  • Buzz – whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score).
Brand health metrics
  • Quality – whether a consumer considers a brand to represent good or poor quality.
  • Value – whether a consumer considers a brand to represent good or poor value for money.
  • General impression – whether a consumer has a positive or negative impression of a brand.
  • Corporate reputation – whether a consumer would be proud or embarrassed to work for a particular brand.
  • Customer satisfaction – whether a consumer is currently a satisfied or dissatisfied customer of a particular brand.
  • Recommendation – whether a consumer would recommend a brand to a friend or colleague or not.
Purchase funnel metrics
  • Consideration – whether a consumer would consider a brand or not the next time they are in the market for a particular product.
  • Purchase intent – whether a consumer would be most likely or unlikely to purchase a specific product.
  • Current customer – whether a consumer has purchased a given product or not within a specified period of time.