Tyson vs. Paul Helped Netflix Grow Earned Media Value in November

Netflix’s live broadcast of the fight between Mike Tyson and Jake Paul in November may have come with technical difficulties, but it was an important milestone for the streamer as it looks to move further into the world of sports. The boxing match drew 108 million global viewers, with additional action taking place on the social media side of things: A CreatorIQ analysis reveals that Tyson and Paul were Netflix’s two most impactful creators in November, generating $3 million and $1.7 million, respectively, in Earned Media Value (EMV). Earned Media Value is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

• In total, Netflix racked up over $171 million in EMV across the month, a 16% increase from its October EMV. 
• The Tyson vs. Paul match helped fuel a 64% increase in impressions month-over-month. 
• Hulu was the No. 2 video streamer by EMV ($50 million), followed by Prime Video ($37.1 million) and Paramount+ ($34.6 million).