Peacock, Netflix See Gains in Earned Media Value

Peacock may still be considered a fledgling streaming service by some, but a new analysis from CreatorIQ reveals that the bird was flying high in November, at least in terms of growth in Earned Media Value (or EMV, which “quantifies the estimated value of consumer engagement with digital earned media.”)

Peacock saw a notable 52% surge in EMV compared to October 2023, and a 9% increase vs. October 2022. It was the No. 1 music or video streaming platform by EMV growth month-over-month; it also had the highest creator potency, with EMV per creator averaging $32.7K for November.

Netflix’s $90.7 EMV constituted a healthy 45% month-over-month 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.

Get more insights from CreatorIQ’s November analysis here.