Olympics Buzz Fuels Growth In Earned Media Value For Peacock

Although the 2024 Paris Olympics have yet to begin, Peacock is already poised to be a big winner: The streaming service is the only place where U.S. audiences can see every single event live — a staggering 5,000 hours of coverage. NBCU is well aware of their gold-medal position, and hiked up prices for Peacock’s “premium” ad-supported tier from $6 to $8 just ahead of the games. For viewers wanting to go ad-free, the price is now $14 instead of $12. 

Subscription fees aside, Peacock is also benefiting from social media action around the Olympics. A June analysis of the streaming video landscape from CreatorIQ reveals that Peacock was the only service that saw month-over-month growth in Earned Media Value (EMV). EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media.

Peacock racked up $30.9 million in EMV during the month, a 48% increase from its May EMV. Close to a third of that EMV came from owned social accounts for Team USA. The service also saw notable month-over-month growth in impressions (71%) and engagements (124%), largely driven by Olympics coverage including the trials and qualifiers for U.S. gymnastics and swimming. 

Looking purely at EMV for June, Netflix was No. 1 among video streaming platforms, with $104.3 million EMV, a drop from its May EMV of $149.2 million. Prime Video was in second place for EMV ($41.4 million), followed by Max ($34.8 million).  

You can get more insights around the creator economy for multiple industries with CreatorIQ’s Top 10 Leaderboards.