YouTube ranks second in the list, followed by McDonald's, Nike and Oreo.

The data was derived from a year-long study including panel and omnibus research with 60,000 7–14-year-olds in the UK.

Harry Potter was the highest rated UK brand in the list, in 32^nd place, followed by Greggs in 34^th place, Sports Direct ( 40^th) and JD Sports ( 47^th).

Amazon, Minecraft and Apple all dropped out of the top ten, compared with last year’s study results.

Helenor Gilmour, director of insight, Beano Brain, said: “Netflix reigns supreme as the king of the streaming services. Its ever-changing catalogue means kids feel it’s impossible to tire of the streaming platform.

“There is something for everyone and every mood and it opens a door for kids to explore the world beyond their doorstep. They can discover captivating content from across the globe and feed their desire for darker themes with shows like the hugely popular Wednesday and Stranger Things series, which provided universal thrills for kids and adults alike, with a feel-good side of nostalgia for the latter.”

The researchers first conducted observational analysis, collating spontaneous and prompted mentions from a longitudinal panel of kids and teenagers aged 7-14 over a 12-month period. From that, the researchers shortlisted 150 brands derived from observations. Then, Beano Brain conducted an omnibus survey asking: ‘which of these brands do you think is cool?'

Beano Brain managing director of commercial insight, Pete Maginn, said: “By talking directly with the kids and not going through the parental filter, Beano Brain’s 100 Coolest Brands is a genuine snapshot of what kids love and, perhaps more importantly, why they love them.”