Creator Retention Key for Streamers’ Growth in Earned Media Value

A new report from CreatorIQ highlights the increased role that social media creators are playing when it comes to generating Earned Media Value (EMV) for audio and video streaming platforms. And inspiring new creators to post about the platforms is only one part of the strategy — community retention year-over-year is also crucial for ongoing growth. 

• In H1 2024, streaming brands saw an average 56% increase in EMV compared to H1 2023, fueled in part by a 28% year-over-year increase in the number of creators posting about streaming services. 
• EMV retention (measuring the value of engagement driven by loyal content creators from one time period to the next) was at 72% during H1 2024, a notable increase from the average 62% the industry saw between 2019 and 2023. 
• Spotify and Netflix, the top two streaming brands by EMV, both had exceptional creator retention rates, at 79% and 68%, respectively, across 2019 to 2023 — above the industry average of 64%. Retained powerhouse creators (1M+ followers) played a key role in EMV generation for both, highlighting the importance of nurturing long-term relationships.