Netflix Tops Video Streamers for September Earned Media Value

Netflix may be king among video streaming platforms, but it doesn’t hold a candle to what Spotify is reeling in for Earned Media Value (EMV). According to CreatorIQ’s September Share of Influence report for the music and video streaming landscape, over 4,600 creators generated a massive $159.8 million EMV for the music behemoth — nearly 3x Netflix’s EMV for the month ($55.8 million). 

Although Netflix boasted the second largest community (3,700+ creators), it had the lowest average EMV per creator of the top five, with Apple Music, Hulu and Prime Video each receiving an average $20K EMV per creator.  

Among those brands, Hulu stands out with the largest month-over-month EMV increase (+39% compared to August), thanks in part to promotional campaigns for multiple programs across social media platforms.

The 2023 iHeartRadio Music Festival, which was streamed live on Hulu, snagged much of the spotlight, with #iHeartFestival2023 and #iHeartOnHulu netting a respective $2.8M and $2.6M EMV as the streaming service’s top two September hashtags. 

At the same time, FX was getting American Horror Story fans excited about the latest season with spooky social media content that helped the hashtags #AHSFX and #AHSDelicate rake in $1.5M EMV each. And on the reality TV side of things, Shark Tank teased its 15th season, with #SharkTank generating $960.7K EMV as another of Hulu’s top 10 hashtags. 

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