Taylor Swift, ‘Eras Tour’ Concert Film Fuel Increase in Earned Media Value for Disney+

Disney+ was one of only four video streaming services that saw month-over-month increases in Earned Media Value (EMV) in March, per a recent analysis from CreatorIQ. EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

The platform’s $25.4 million EMV represented a 50% increase from February 2024, the highest month-over-month jump for any video streamer. Netflix was No. 1 by straight EMV ($101.1 million, a 4% decrease from February), followed by Prime Video ($38 million EMV, +18% month-over-month). 

Two words can sum up much of Disney+’s momentum: Taylor Swift. 

Her concert film Taylor Swift | The Eras Tour (Taylor’s Version) debuted globally on the platform on March 14, and within three days set a new record by racking up 4.6 million views, winning the title of No. 1 music film ever on Disney+. 

Social action around the release, including multiple posts from fan page Taylor Nation and Taylor Swift herself, prompted an influx of EMV for Disney+. @TaylorNation posts about the platform generated $2.3 million EMV, while Swift’s own posts led to $1.6 million EMV — combined, they accounted for over 15% of Disney+’s total EMV for March. 

Disney+ also saw a 39% month-over-month increase in its community size. That expansion was no doubt helped along by Swifties excited to watch the expanded concert film, which included five bonus songs that weren’t shown during its theatrical run. 

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