Netflix, the entertainment subscription service that streams around 250 million hours of video per day, ascends from fourth place to become the World’s Simplest Brand. Whether you’re vegging out at home or aboard a cross-country red-eye, hosting your own personal Bill Murray retrospective or re-watching all ten seasons of Friends is as easy as reaching a device, opening an app and pressing Play. The platform takes ease of experience one step further, with algorithms that track your viewing patterns, eliminating the arduous decision-making process of what to watch next.   In 2018, after receiving more Emmy nominations than any other network, cable provider, or streaming service, Netflix took home 23 awards, tying with HBO for the most Emmys. In a rapidly changing television industry, the historic victory proves the streaming giant is poised to steal the throne from premium cable outlets.   With 130 million users across 190 countries, “Netflix and chill” is more than just Millennial.

With “easy-to-use” stores and “direct and helpful” information, ALDI understands the real path to its shoppers’ hearts is a stress-free, no-frills shopping experience. People credit the German brand for helping them “save time” as well as its “reasonable prices.” Simple, consistent floorplans plus uncomplicated offers, high-quality products, and excellent customer service, proves that ALDI is determined to give value back to its loyal customers.

While it’s a radically different world since its launch twenty years ago, Google hasn’t strayed from its original mission. The tech industry may have faced scandals over the past year, but the universally “accessible” brand soldiers on, pushing the boundaries of available technologies to organize the world’s information.

Far from a cookie-cutter supermarket, the German global discount chain revolutionized the in-store experience by mastering efficiency—offering “hassle-free” shopping that gets busy shoppers in and out, and on with their lives. With “friendly customer service” and “straightforward pricing,” customer satisfaction remains a top priority for Lidl.

French multinational retailer Carrefour pioneered the concept of buying everything from fresh fruit and dry goods to household DIY all under one roof. Shoppers appreciate the brand’s unceasing commitment to “transparency” and “accessibility." In 2018, Carrefour announced plans to join forces with Tesco, Britain’s largest supermarket chain, enabling both brands to improve the quality and choice of products available to customers, at even lower prices.

The world’s largest fast food chain’s convenience, reliability and simplicity is recognized by consumers the world over who continue to praise its straightforward menu. In May, McDonald’s simplified its drive-thru menu boards and added mid-priced items in key markets, including the U.S.—a change intended to streamline the ordering process and make service even more efficient. With this commitment to simplicity, it’s easy to see why customers keep “lovin’ it.”

Founded in 2005, trivago “removes the stress” from the online booking process. Travelers can effortlessly search over 1.3 million hotels in over 190 countries to find the ideal hotel at the best rate. Currently operating on 55 live international platforms in 33 languages, finding a place to rest your weary head has never been “easier.”

With a library boasting more than 20 million songs, Spotify is a fan favorite for its consistency and dedication to innovation. Audiophiles applaud having “all the music I like in one place.” Recently, the service added a new perk to its subscription tier, Spotify Premium for Students, which provides access to Premium music as well as streaming services from Showtime and Hulu, offering a complete world of sound and vision at an “unprecedented value.”

Named after a compound of “unique” and “clothing," Uniqlo has established itself as a fashion empire with 1,300+ stores worldwide. With a philosophy rooted in Japanese values of simplicity, quality, and longevity, Uniqlo creates apparel to make your life better. But don’t mistake “reliable, simple designs” for boring—Uniqlo has a long history of successful streetwear collaborations, including collections with Jil Sander and The Andy Warhol Foundation.

Praised for its “clear menus," “quick-service” and made-to-order sandwiches, Subway continues to make strides in simplicity. As part of an ongoing brand refresh, the restaurant chain unveiled “Fresh Now,” a new program emphasizing a more personalized guest experience. Investing $80 million in the program, Subway aims to update all of its 26,000 U.S. locations by next summer.

The Home of the Whopper is “easy to recognize and easy to understand.” That universal transparency, combined with a commitment to flamed-grilled 100% beef, signature recipes, and “family-friendly” dining experiences has guests from across the land returning to the Burger Kingdom. In addition to delivery, mobile ordering, and streamlined operations, Burger King is currently testing self-service kiosks in select U.S. locations. You can dine like royalty without putting your kingdom up for sale.

Swedish furniture maker IKEA wins simplicity points not just for its designs, but also for its intuitive catalogues and in-store shopping experiences. “Large text, clear images and symbols,” says one survey respondent of the retailer’s signage, adding “it’s easier to shop at their stores because you can see the products in context”. IKEA continues to innovate to make their products simpler, introducing new product lines that offer higher levels of customization along with fast and intuitive assembly.

The 3rd quick service restaurant in our Global Top 10 this year garners praise for its limited and consistent menu, and lightening fast order fulfillment. “They have sold the same items for a long time,” says one survey respondent. “[They] know what they are all about, and their ads are clear.” For KFC, familiarity appears to breed loyalty instead of contempt.

Consumers gave YouTube kudos for its ability to return desired search results quickly and its easy-to-navigate interface. The video streaming site will be launching a subscription service later this year, allowing subscribers to bypass advertisements and get straight to the content they’re seeking. The brand’s plans to fund original programming will soon pit them against other streaming services.

The global bank and its peers receive similar complaints: confusing products , policies and security measures some people find confusing. “Security is important,” explains a respondent, “but their secure key I find difficult to use.” Customers also report trouble getting in contact with service representatives, and a relatively light marketing presence in some regions. “Out of sight, out of mind!” quips one respondent.

Survey respondents indicated that they found this retail bank’s commercials and statements confusing. In addition, lengthy disclaimers, legalese and wordy emails appear to be barriers to simple experience for respondents this year.

For social network LinkedIn, the confusion begins with articulating its purpose. “No one really understands how to use LinkedIn,” says one dismissive respondent, echoing the sentiment of many others. In addition, LinkedIn has faced several lawsuits in the past few years due to data breaches and privacy concerns, including hefty payouts due to providing potentially inaccurate user data to employers. Sometimes, social just isn’t simple.

“Hidden extras” might sound like a good thing, except when it comes to fees. Sneaky extra charges plague this car rental company’s customers, who also seem baffled by the difficulty comparing offers and getting a quote online. Non-native English speakers also complain that the website doesn’t offer other language choices.

Car rental company Hertz lands in the Bottom 10 this year due to what respondents perceive as confusing terms and conditions and unclear costs. Other respondents complained of difficulty getting clear quotes on the company’s website and a lengthy registration process.

Budget airline Ryanair has a reputation for dirt-cheap air travel in Europe, but survey respondents would warn you not to get taken in by the attractive price tag. Hidden charges include everything from baggage to booking fees to credit cards. Recently, the airline has made a concerted effort to step up their customer service—resulting in an uptick of bookings. We’ll see if simplifying the experience allows this brand to climb next year.

When it comes to personal health, transparency and honesty are key to building trust. And this is where Bupa fails to deliver, according to survey respondents. “They do not give clear pricing structure or services offered in their communications,” a respondent writes. With hidden charges and hidden restrictions, simplicity appears hard to come by.

This global insurance group lands in the bottom spot again this year. Survey respondents are frustrated by the brand’s lack of clarity in everything from pricing to communications and digital experiences. “Explanations from the company are garbled and hard to understand,” writes one respondent, adding for good measure, “Their website isn't user-friendly.”