A December analysis of the streaming industry by CreatorIQ reveals that Amazon’s Prime Video was the only service that actually saw an increase in Earned Media Value (EMV) compared to November. EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

Prime Video’s $30.8 million EMV represented a minor 2% uptick from November, and was fueled by a (slightly more notable) 17% expansion of its community month-over-month, bringing its total creators to just under 1,500. By comparison, Netflix had a December EMV of $78.6 million generated by over 4,700 creators. 

"TV is undergoing a massive migration as viewers trade traditional cable for on-demand streaming environments," said Alex Rawitz, Director of Research and Insights at CreatorIQ. "There are thousands of streaming apps all fighting for viewer attention, and creators have become a powerful tool to drive tune-in, subscriptions and other KPIs for content providers.”

It should come as no surprise that NFL content proved to be particularly popular: Five of Prime Video’s top six hashtags were related to Amazon’s NFL coverage, including the No. 1 hashtag (#NFLPlus), which saw $6.9 million EMV from a mere 15 creators. 

Also not shocking is that NFL-owned accounts powered much of Prime Video’s EMV, ranking as its No. 1 overall advocate and generating $7 million EMV across 247 posts. To put that in perspective, the streamer’s No. 2 EMV driver, children’s learning organization Super Simple Official (@supersimpleofficial), inspired just $856K EMV.

For more insights around the creator economy, check out CreatorIQ’s Top 10 reports here.