Sony (NYSE: SNE) and Microsoft (NASDAQ: MSFT) are about to battle it out for console supremacy this fall when both companies launch their new game systems. However, Sony's upcoming Playstation 5 may already have a big lead in that race.
According to MBLM's Brand Intimacy 2020 Study, Playstation was the top-ranked brand among millennials, climbing eight spots from last year's study and jumping other top consumer brands in the process.
Playstation now ranks ahead of Amazon.com, Target, Walt Disney, Apple, and YouTube. Microsoft's Xbox ranked ninth on the list.