Sports, Gaming Podcasts Drive More Earned Media Value for Spotify Than Musicians
Creators generated $159.8 million EMV for the music streaming service during September.
Spotify absolutely dominated the music and video streaming landscape when it came to Earned Media Value (EMV) in September: According to a new report from CreatorIQ, creators generated a massive $159.8 million EMV for the music behemoth, over twice as much as the No. 2 brand, Netflix. Spotify also boasted the largest community size and highest potency among the top ten streaming brands, with EMV per creator averaging around $34.1K.
Notably, CreatorIQ’s analysis revealed that in general, gaming and sports podcasts drive more EMV for Spotify than musicians:
- Comedic YouTube duo Lanky Box was one of its top creators by EMV for the month, driving $23.5 million.
- At No. 2 was New Heights, the podcast from NFL brothers Travis and Jason Kelce ($4.1 million EMV).
You can download CreatorIQ’s full September leaderboard for streaming brands here.
