Peacock Grows Earned Media Value 52% Month-Over-Month, But Spotify Still Leads Streaming
CreatorIQ's Share of Influencer report reveals that creators generated $23.7 million in Earned Media Value for Peacock in November, enough to land it in the month’s top ten streaming brands
CreatorIQ, the industry leader in creator intelligence and marketing solutions, today released a report identifying the music and video streaming brands with the largest Share of Influence in November, as measured by Earned Media Value (EMV).
The Share of Influence report measures the impact and engagement of the most relevant and influential creators, which is highly correlated to brand lift, desirability, and Google searches. Additionally, CreatorIQ’s Share of Influence reports have the proven ability to forecast future outcomes, including revenue growth, market share, and stock prices.
Once again popular music streaming platform Spotify takes first place by a wide margin, with creators generating $158.1 million EMV for the brand in November. Looking at month-over-month growth, Peacock led the charge with a notable 52% surge in EMV compared to October 2023 and a 9% increase vs. October 2022. The NBCUniversal streaming service also had the highest creator potency, with EMV per creator averaging $32.7K for the month.
The top ten streaming services in the U.S. by November EMV are:
Netflix’s $90.7 EMV constituted a healthy 45% month-over-over increase, while its community and content volume increased by just 14% and 18%, respectively, compared to October.
“This demonstrates that Netflix’s momentum stemmed from the potency and dedication of its creators,” said Alex Rawitz, Director of Research and Insights at CreatorIQ. “Eighteen of Netflix’s top 20 EMV-drivers were powerhouse creators, underscoring the impact that this creator tier can have when it faithfully promotes a certain brand.”
Checkgate, also known as popular children’s program CoComelon, was Netflix’s top EMV-driver for November thanks to a series of YouTube promotions for its new program, CoComelon Lane. Hype for this debut helped fuel $2.6 million EMV for Netflix. Other creators that powered EMV for the streamer included Selling Sunset star Bre Tiesi ($1.3 million EMV) and comedian Matt Rife, who drove $996.8K EMV by hyping his new special.
