America's Most Trusted D2C Brands 2026 › Netflix
#7 of 100 – Tech & Subscriptions

Netflix

Streaming service that sells monthly memberships directly to viewers, having started in 1997 as a DVD-by-mail rental service.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 80/100
Netflix ranked #7 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score85.20out of 100
US D2C rank#7 of 100
HeadquartersLos Gatos, CA
Founded1997
Latest revenue$45,183M revenue (FY2025, up 16%)
Trust pillar80/100

The Netflix story

Netflix was founded in 1997 by Reed Hastings, Marc Randolph and is owned today by Public (NASDAQ: NFLX), Netflix Inc.. It is one of 9 Tech & Subscriptions brands in this year's ranking, where it places #2.

Why people trust Netflix

Members pay Netflix directly, and it reported more than 325 million paid memberships at the end of 2025.

The watch-out

It has raised prices several times and cracked down on password sharing, which has frustrated some members.

Why Netflix ranks #7

Strongest of the four trust-led pillars

Brand Recall, scored 97 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 80 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Netflix scores 85.20 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
80
Brand Recall (18%)
97
Brand Positioning (15%)
86
Brand Love (15%)
84
Product, Innovation & Delivery (10%)
84
Digital & Financial Soundness (6%)
88
Governance & ESG (4%)
74

Versus its nearest rivals

5L.L.BeanFashion · 86.116GEICOInsurance · 85.467NetflixTech · 85.208Build-A-Bear WorkshopPets · 83.909EtsyMarketplaces · 82.81

Questions people ask

What rank is Netflix in WCRC's America's Most Trusted D2C Brands 2026?

Netflix ranks #7 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 85.20 out of 100.

Why is Netflix trusted?

Members pay Netflix directly, and it reported more than 325 million paid memberships at the end of 2025.

What is Netflix's revenue?

$45,183M revenue (FY2025, up 16%), as per the company's filed accounts or published results.

Who owns Netflix?

Netflix is owned by Public (NASDAQ: NFLX), Netflix Inc.. It was founded in 1997 and is based in Los Gatos, CA.

What is Netflix's biggest challenge?

It has raised prices several times and cracked down on password sharing, which has frustrated some members.

Key facts

BrandNetflix
Company / ownerPublic (NASDAQ: NFLX), Netflix Inc.
HeadquartersLos Gatos, CA
Founded1997
Founder(s)Reed Hastings, Marc Randolph
Latest revenue$45,183M revenue (FY2025, up 16%), as per company filings
SectorTech & Subscriptions
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission by the parent company
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
For Netflix – badge and citation

Show the badge on your website

Netflix ranked #7 in America's Most Trusted D2C Brands 2026 by WCRC

Paste the code into your website's HTML. The badge must link back to this page and may not be altered. Download the badge (SVG). For print or high-resolution files, write to consulting@wcrcint.com.

Work with WCRC

Want to go deeper?

The WCRC Business Intelligence Unit can walk you through the research behind this ranking and what it means for your brand, your market or your story.

Contact us: consulting@wcrcint.com

Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.