Super Bowl Sparks Notable Growth in Earned Media Value for Paramount+

Although it ranked third for Earned Media Value (EMV) among video streaming services in February, Paramount+ saw the most notable month-over-month growth, according to CreatorIQ. EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

Paramount+’s $29 million EMV represented a 151% increase from January and an 81% increase from February 2023, making it the top streamer by both month-over-month and year-over-year growth. Netflix was No. 1 by straight EMV ($101.7 million, an 8% decrease from January), followed by Prime Video ($31.2 million EMV, +6% month-over-month). 

The streamer also saw month-over-month spikes in other community metrics: 1.1K creators authored 3.5K posts about Paramount+ in February, indicating 65% and 62% increases, respectively, from January.

The Super Bowl spurred much of Paramount+’s momentum: The streamer had a humorous Big Game commercial that brought together celebrities including Sir Patrick Stewart and Drew Barrymore, plus beloved TV show characters, in an attempt to summit the Paramount mountain. Paramount+ also mobilized brand partners and affiliates to promote the service’s streaming of the Super Bowl leading up to and during the game. This resulted in #SBLVIII and #SuperBowl being the brand’s top two February hashtags, garnering a respective $1.6 million EMV and $1.2 million EMV.

One of the top posts by EMV was CMT’s Facebook post commending Reba McEntire’s performance of the national anthem at the Super Bowl. Outside of the Big Game, Paramount+ also saw notable EMV generation from posts promoting The Thundermans Return, including this one from the movie’s star Kira Kosarin. 

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