Sports Score for Streamers’ Earned Media Value

Spotify continues to dominate for Earned Media Value (EMV) within the music and video streaming industry, but Max saw the most notable recent growth, according to a recent report from CreatorIQ. 

Creators generated a massive $150.6 million for the music service in October — more than twice what Netflix received, but a 12% decrease from Spotify’s September EMV. While Max ranked No. 8 ($16.3 million EMV), it saw the largest increase in EMV of the top ten brands, up 26% compared to September. 

While Spotify and Netflix have similar sized communities (4,774 and 4,093, respectively), Spotify’s creator potency far outweighs that of the video behemoth, with EMV per creator averaging $31.5K vs. $14.9K.

Sports Score for Streamers

Sports are an important frontier for video streamers in particular, as services strive to grow subscribers and prevent churn. The new documentary Beckham, which debuted in early October, scored big for Netflix: Nine of the streamer’s top ten posts by EMV promoted the series. Multiple were authored by David Bechkam himself including the No. 1 post, which generated $214.1K EMV for Netflix.  

One successful initiative for Max was the October debut of its Bleacher Report add-on, just in time for the NHL and NBA seasons. Four of Max’s top five posts by EMV were for the new sports tier, including a TikTok promotion from Jaci Marie Smith that racked up $164.7K EMV and a Bleacher Report football Instagram video that generated $137.8K EMV. 

But with the May merger of HBO Max and Discovery+ into the single streamlined Max service, another household name has been pulling its weight: Food Network, which fueled $2.5 million EMV across 375 pieces of content, a 39% increase from the EMV it delivered in September. 

You can download CreatorIQ’s latest leaderboard for streaming brands here.