Netflix KOs Other Streamers for Earned Media Value

November’s boxing match between Mike Tyson and Jake Paul was one of the biggest events of the year for Netflix. The streamer reported that it drew 108 million viewers worldwide, making it “the most-streamed global sporting event ever.” And yes, one that had its fair share of technical difficulties — which hopefully Netflix has been working on, given that its two Christmas NFL games are mere days away and could prompt huge viewership as well. 

Viewership and buffering woes aside, the Tyson vs. Paul fight also made waves for Netflix on the social side of things. A CreatorIQ analysis reveals that Netflix thoroughly pummeled all the other video streaming platforms when it came to Earned Media Value (EMV) in November, racking up more than $171 million, a 16% increase from its October EMV. EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

Tyson and Paul were the streamer’s two most impactful creators in November, accounting for $3 million and $1.7 million in EMV, respectively. Buzz around the match also fueled a 64% increase in impressions for Netflix month-over-month, up to 3.7 billion. 

By comparison, Hulu, the No. 2 video streaming by EMV, received $50 million in EMV in November, followed by Prime Video ($37.1 million) and Paramount+ ($34.6 million).