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Key Takeaways From The Top 15 Streaming Brand’s Growth Index
Winning Strategies in Streaming:
How Industry Leaders are Harnessing Creator Marketing
REPORT
2019 - 2023 U.S. Data
$2.5B
$2B
$1.5B
$1B
$500M
$0
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.
Total Engagements
400M
300M
200M
100M
0
Total Creators
12.5k
10k
7.5k
5k
2.5k
0
Top 15 Streaming Brands
Average Total Number of Creators
2019
2020
2021
2022
2023
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.
Spotify
Netflix
Max
Apple Music
Prime Video
Disney+
Hulu
Amazon Music
Apple TV+
Peacock
Paramount+
Pandora Music
SiriusXM
YouTube Music
Crunchyroll
Earned Media Value (EMV)
Index of the Top 15 Streaming Brands by EMV
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.
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.
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.
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.
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.
Spotify
Netflix
HBO Max
Apple Music
Prime Video
Disney+
Hulu
Amazon Music
Apple TV+
Peacock
Paramount+
Pandora Music
SiriusXM
YouTube Music
Crunchyroll
Chart Key
Click each brand below for specific metrics:
2019
$241.2M
2023
$405.3M
68%
Growth in Average Yearly Total EMV
56%
25%
Top 15 Streaming Brands
Average Engagements
Earned Media Value
(EMV)
$500M
$400M
$300M
$200M
$100M
$0
2019
2020
2021
2022
2023
Top 15 Streaming Brands
Average EMV
Want specific insights on what the top brands in streaming did to find success?
Creator Marketing Growth of the Top 15 Streaming Brands
Engagement
14%
Average Growth in...
2019: 56%
2020: 25%
2021: 15%
2022: 10%
2023: 6%
Growth in Creator Community
114%
Average EMV Increase
15%
10%
6%
Increase in Engagement
47%
Annual EMV
2019
2020
2021
2022
2023
$3.1M
$7.1M
$21.4M
$31.8M
$35.3M
$344.5M
$427.7M
$412.0M
$372.2M
$357.0M
$1.2B
$1.3B
$1.4B
$1.6B
$2.2B
$823.6M
$1.1B
$1.1B
$1.4B
$1.2B
$491.5M
$600.0M
$697.0M
$358.1M
$310.0M
$110.1M
$140.1M
$240.9M
$322.6M
$351.7M
$88.3M
$170.2M
$243.6M
$359.8M
$252.0M
$86.4M
$109.7M
$165.4M
$345.5M
$338.9M
$92.3M
$136.9M
$163.5M
$179.6M
$173.4M
$64.7M
$77.6M
$106.6M
$160.6M
$249.2M
$1.6M
$25.9M
$134.2M
$190.6M
$235.7M
$13.6M
$18.2M
$107.2M
$166.3M
$235.2M
$34.2M
$36.4M
$57.5M
$80.1M
$55.4M
$45.0M
$45.5M
$39.5M
$65.0M
$77.9M
$94.0M
$60.2M
2019
$1.2B
EMV
2023
$2.2B
EMV
Average Total Number of Creators
Average Engagements
Average Earned Media Value
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.
EMV
Download the Report
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.
2019 - 2023 U.S. Data
2019
2020
2021
2022
2023
EMV
Community Size
The Winners So Far in 2024
Current Trends and Consumer Behaviors in Streaming
Performance of Top Streaming Brands:
The Role of Creator Marketing in Streaming
Spotify | Netflix | Prime Video
Explore the data:
2019
2020
2021
2022
2023
2019
2020
2021
2022
2023
In the full report, you'll learn:
