Streaming services are increasing relying on the help of content creators and influencers to boost engagement. According to a new report by CreatorIQ, the number of creators posting about streaming platforms has grown 28% YoY since 2023.
While the report covers the wider streaming market, it does highlight how Netflix and Prime Video are two of the video streaming services that have specifically benefited from long-term relationships with popular influencers.
Focused on engagements, impressions, and Earned Media Value (EMV), the report covers the past five years and shows how the value associated with content creators first took a major step forward with micro-influencers during the pandemic. Since then, streaming brand have continued to leverage the creator community to increase engagement and reduce churn.
This has also resulted in an increase in EMV, an influencer marketing metric used to quantify the value of social media content, for many of the most popular streaming brands.
“Creators today wield incredible influence –shaping everything from purchase decisions to what shows viewers tune into– and are just as responsive to industry changes like churn and viewership as streaming brands are because creators are users,” said Brit Starr, CMO at CreatorIQ. “This is why streaming platforms like Netflix and Prime Video are doubling down on investing in creators—they know that in a crowded market, the authentic voices of these influencers can be the key to standing out and capturing viewer attention.”
On the topic of churn, the report highlights how the total number of creators who mentioned streaming brands from 2022 to 2023 decreased, and how this occurred at the same time as an increase in the average monthly streaming subscription churn rate for the most popular streaming services.
In reality, with the rise of FAST, and the continual pressure placed on homes through never-ending price increases, it remains unclear whether a decline in influencer mentions can be directly linked to an increase in streaming subscription churn. That said, it is possible that it may be a contributing factor.
If there is some relationship there, then we may start to see a decrease in streaming subscription churn, considering the average number of creators for each brand in H1 2024 is understood to have increased by 28% when compared to the first half of the 2023, resulting in a 56% increase in EMV in H1 2024.
It is also worth noting that the reports points to Peacock as being one of the winners in 2024 (so far). Largely spearheaded by the 2024 Paris Olympics, Peacock has seen a notable increase in brand awareness and visibility on social media in general, resulting in an equally notable increase in EMV.
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