REPORT
Winning Strategies
in Streaming:
How Industry Leaders are Harnessing Creator Marketing
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Over the past five years, the streaming industry has undergone significant transformation, marked by substantial growth in Earned Media Value (EMV), engagement, and community size among the top 15 streaming brands.
EMV
Earned Media Value (EMV) is CreatorIQ’s proprietary metric for quantifying the estimated value of social engagement with digital earned media.
CreatorIQ assigns a unique value to a piece of content based on engagement—such as likes, comments, shares, and video views—received from users, as well as the platform it was published on (TikTok, Instagram, etc.), and attributes that value to brands mentioned in the post.
Index of the Top 15 Streaming Brands by EMV
Chart Key
Click each brand below
for specific metrics:
2019 - 2023 U.S. Data
Spotify
Spotify
Netflix
Netflix
$2.5B
$2B
$1.5B
$1B
$500M
$0
Annual EMV
$92.3M
$136.9M
$163.5M
$179.6M
$173.4M
$1.6M
$25.9M
$134.2M
$190.6M
$235.7M
Max
$88.3M
$170.2M
$243.6M
$359.8M
$252.0M
$86.4M
$109.7M
$165.4M
$345.5M
$338.9M
$64.7M
$77.6M
$106.6M
$160.6M
$249.2M
HBO Max
$1.2B
$1.3B
$1.4B
$1.6B
$2.2B
$13.6M
$18.2M
$107.2M
$166.3M
$235.2M
$823.6M
$1.1B
$1.1B
$1.4B
$1.2B
$3.1M
$7.1M
$21.4M
$31.8M
$35.3M
$491.5M
$600.0M
$697.0M
$358.1M
$310.0M
$34.2M
$36.4M
$57.5M
$80.1M
$55.4M
$110.1M
$140.1M
$240.9M
$322.6M
$351.7M
$45.0M
$45.5M
$39.5M
$65.0M
$77.9M
$94.0M
$60.2M
$344.5M
$427.7M
$412.0M
$372.2M
$357.0M
Apple Music
Apple Music
2019
2020
2021
2022
2023
Prime Video
Prime Video
Disney+
Disney+
Hulu
Hulu
Amazon Music
Amazon Music
Earned Media Value (EMV)
Apple TV+
Apple TV+
Peacock
Peacock
Paramount+
Paramount+
Pandora Music
Pandora Music
SiriusXM
SiriusXM
YouTube Music
YouTube Music
Crunchyroll
2019
2020
2021
2022
2023
Creator Marketing Growth of the Top 15 Streaming Brands
2019 - 2023 U.S. Data
Explore the data:
Top 15 Streaming Brands
Average EMV
Top 15 Streaming Brands
Average Engagements
Top 15 Streaming Brands
Average Total Number of Creators
$500M
$400M
$300M
$200M
$100M
$0
400M
300M
200M
100M
0
12.5k
10k
7.5k
5k
2.5k
0
Earned Media Value
(EMV)
Total Creators
Total Engagements
2019
2019
2019
2020
2020
2020
2021
2021
2021
2022
2022
2022
2023
2023
2023
2019: 56%
2020: 25%
2021: 15%
2022: 10%
2023: 6%
Key Takeaways From The Top 15 Streaming Brand’s Growth Index
56%
Average EMV Increase
2023
$2.2B
EMV
68%
Growth in Average Yearly Total EMV
14%
Over the past five years, the average yearly EMV total for the top 15 streaming brands has grown by 68%, rising
from $241.2M in 2019 to $405.3M in 2023.
The average YoY EMV growth for these brands stands at 14%—a clear indicator of healthy social media momentum driven by creators.
In contrast, the rest of the leaderboard (Netflix, Max, Apple Music, Disney+, Hulu, Amazon Music, Pandora Music, SiriusXM, and YouTube Music) experienced declines starting in 2022 or 2023, indicating a recent significant shift in the streaming market.
Average Growth in...
2023
$405.3M
114%
Growth in Creator Community
Over the past five years, the streaming industry saw its strongest growth in 2019, with an average EMV increase of 56%.
This surge was partly driven by excitement surrounding the launch of new video streaming platforms like Disney+ and Apple TV+, which netted a respective $88.3M and $64.7M EMV in 2019.
Among the top 15 streaming brands, fewer than half (Spotify, Prime Video, Apple TV, Peacock, Paramount+, and Crunchyroll) have sustained year-over-year EMV growth since 2019.
14% average EMV YoY growth coincides with a 14% average YoY growth in community size, and a 14% average YoY growth in engagement from 2019 to 2023.
Spotify, the clear leader in the streaming industry, nearly doubled its EMV from $1.2B in 2019 to $2.2B in 2023 by growing its creator community by 114%, which in turn drove a 47% increase in engagement.
EMV
47%
Increase in Engagement
Engagement
2019
$241.2M
2019
$1.2B
EMV
25%
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15%
10%
Community Size
6%
2019
2020
2021
2022
2023
Want specific insights on what the top brands in streaming did to find success?
Dive into the data in the full Winning Strategies in Streaming: How Industry Leaders are Harnessing Creator Marketing Report to discover how the streaming industry evolved from 2019 to 2023.
Explore the key trends and shifts that have defined the market into 2024, as well as the strategies that have driven success and the challenges that have emerged.
In the full report, you'll learn:
The Role of Creator Marketing in Streaming
Performance of Top Streaming Brands:
Spotify | Netflix | Prime Video
Current Trends and Consumer Behaviors
in Streaming
The Winners So Far in 2024