1、Winning Strategies in Streaming:How Industry Leaders are Harnessing Creator MarketingThe streaming industry,now a staple in households around the world,has grown significantly over the last few years.One key factor in this growthand in streaming brands efforts to stay ahead in an increasingly compet

2、itive spacehas been creator marketing.Examining the top streaming brands over the last five years(2019-2023)as ranked by engagements,impressions,and Earned Media Value(EMV)CreatorIQs proprietary metric for measuring the viral impact of social media contentwe see a general upward trend,especially fol

3、lowing the industrys pandemic-era spike in 2020.However,growth for some brands began leveling off as early as 2021,due to challenges including streaming fatigue,market saturation,and post-pandemic shifts.CreatorIQs analysis of top streaming brands during this period highlights the most impactful cre

4、ator marketing strategies for both immediate success and future growth.IntroductionCreator Marketing Growth for the Top 15 Streaming Brands(2019 to 2023)SpotifyNetflixMaxApple MusicPrime VideoDisney+HuluAmazon MusicApple TV+PeacockParamount+Pandora MusicSiriusXMYouTube MusicCrunchyroll61%in average

5、engagements66%in average total EMV61%in average community sizeWinning Strategies in Streaming|2Strategies Behind the Top Streaming Brands Success Partnership strategies Analysis of the most impactful creator marketing campaigns Retention and potency of powerhouse creatorsPerformance of Top Streaming

6、 Brands Detailed growth timelines for Spotify,Netflix,and Prime Video Key campaigns and content driving digital engagement Influences of original content on brand successCurrent Trends and Consumer Behaviors in Streaming Streaming fatigue and its impact on subscription churn rates Strategic shifts t

7、owards original content Effects of password-sharing policies on key metricsThe Winners So Far in 2024 Predicted growth trajectories for top streaming platforms Most impactful campaigns and strategic partnerships Analysis of 2024 market trajectoryUsing CreatorIQs proprietary data,this report investig

8、atesWinning Strategies in Streaming|3Lets take a look at the growth trajectory of the three biggest streaming brands:Spotify,Netflix,and Prime Video.Here are the key takeaways from the creator marketing tactics they deployed,and what propelled them to success from 2019 to 2023.Strategies Behind the

9、Top Streaming Brands SuccessSpotify Retained powerhouse creators played a crucial role in Spotifys dominance,contributing$4.8B EMV over the five-year period and securing its position as the top streaming brand by EMV.Netflix Powerhouse creators increased their contribution from$528.0M in 2019 to$695

10、.1M in 2023,underscoring the importance of nurturing long-term relationships with this creator community segment.Prime Video In 2023,Prime Videos powerhouse tier creators generated a record$263.2M EMV,75%of the brands yearly total($351.6M EMV)highlighting the brands success in prioritizing high-impa

11、ct creator partnerships.Invest in Powerhouse Creator RelationshipsWinning Strategies in Streaming|4Harness the Power of Micro-InfluencersStrategies Behind the Top Streaming Brands SuccessSpotify While primarily focused on powerhouse creators,Spotify also benefited from the contributions of gaming mi

12、cro-influencers,who played a significant role in sustaining the brands digital presence,with the brand growing its micro-influencer community from 7.3k in 2019 to 15.6k in 2023.Netflix The rise of micro-influencers during the pandemic was pivotal,with their efforts leading to a 67%YoY increase in im

13、pressions in 2020,demonstrating their value in enhancing Netflixs engagement during market shifts.Prime Video Prime Video effectively leveraged micro-influencers in campaigns like Savage X Fenty to capture niche audiences.Over five years,micro-influencers made up an average of 50%of Prime Videos cre

14、ator community,closely aligning with the top 15 streaming brands average of 48%.Winning Strategies in Streaming|5Prioritize Creator RetentionStrategies Behind the Top Streaming Brands SuccessSpotify Spotifys long-term engagement with its creator community resulted in an impressive 79%average retenti

15、on rate from 2019 to 2023,significantly higher than the top 15 streaming brands average of 64%.This strong retention contributed to Spotify capturing an industry-leading 40B impressions in 2023,underscoring the crucial role of creator retention in driving sustained growth.Netflix Netflixs adaptabili

16、ty in retaining key creators through changing market conditions allowed the brand to maintain high levels of engagement,even as other platforms struggled with the brands total engagements growing from 724.9M in 2019 to 1.2B in 2023.During these five years,Netflix averaged a retention rate of 68%.Pri

17、me Video While a major focus of Prime Videos strategy was community expansion,with the streaming platform doubling its creator community in 2019 and 2020,maintaining long-term relationships directly contributed to a 67%increase in impressions and a 174%boost in engagements.By 2023,Prime Video overto

18、ok Netflixs retention rate(66%)averaging 68%.Winning Strategies in Streaming|6From 2019 to 2023,Spotify saw a remarkable EMV increase from$1.2B to$2.2B,taking the crown as the No.1 streaming brand by EMV,nearly doubling the$1.2B EMV total of No.2 Netflix.This growth was fueled by the retention of it

19、s powerhouse tier creators,strategic celebrity partnerships,and a significant boost in content volume.Key partnerships with figures like Joe Rogan and the Call Her Daddy podcast,alongside the consistent influence of gaming creators such as Evan Fong and Lankybox,played pivotal roles in driving Spoti

20、fys success.Spotify Growth TimelinePerformance of Top Streaming BrandsWinning Strategies in Streaming|7Already established as a key player in the streaming industry,Netflix grew from$823.6M to$1.4B EMV between 2019 and 2023,then experienced a 15%dip in 2023 due to market changes and emerging competi

21、tion.Netflixs success was bolstered by its robust creator community,effective promotion of original series,movies,and reality TV,as well as adaptability to evolving market dynamics including the global pandemic.Major hits like Stranger Things,The Witcher,and Squid Game,along with strategic media par

22、tnerships,were key to Netflixs influencer marketing triumphs.As a result,Netflix prospered long-term,growing its total engagements by 65%and total impressions by 95%from 2019 to 2023.Netflix Growth TimelinePerformance of Top Streaming BrandsWinning Strategies in Streaming|8Prime Videos EMV surged fr

23、om$110.1M in 2019 to$351.5M in 2023,driven by the brands strategic focus on expanding its creator community,impactful creator marketing campaigns,and robust partnerships.Prime Video grew its creator community by 115%over five years,directly contributing to a 174%increase in engagements and a 67%incr

24、ease in impressions.Notable campaigns like the Savage X Fenty Show and#PrimeVideoCreator and partnerships with the NFL and family-friendly channel Super Simple Songs,which collectively drove 5.3B impressions and 140.9M engagements over five years,were instrumental in Prime Videos growth.Prime Video

25、Growth TimelinePerformance of Top Streaming BrandsWinning Strategies in Streaming|9As a burgeoning space,the streaming industry is in a constant state of flux,driven by rapid technological advancements,evolving consumer preferences,and competitive market dynamics.Understanding current trends and con

26、sumer behaviors is crucial for streaming platforms aiming to stay ahead of the curve.Lets delve into the latest developments shaping the industry,examining the primary forces driving consumer engagement,and the strategies that top brands are deploying to maintain their competitive edge.Current Trend

27、s and Consumer Behaviors in StreamingEven if you havent heard of it,youre probably experiencing it.Streaming fatigue,also known as subscription or content fatigue,has been a hot-button topic since 2022,when the breadth of streaming services(particularly video streaming),and the various subscriptions

28、 required to consume all of the original content spread across these different platforms,started to seem like an exorbitant household cost.Streaming FatigueAccording to Antenna,the average monthly streaming subscription churn for some of the largest video streaming platforms(Apple TV+,Disney+,Netfli

29、x,and more)has increased from 4.6%in 2022 to 6.3%in 2023.When comparing the subscriber churn rate with the total number of creators who mentioned streaming brands from 2022 to 2023,we see a similar dip in community size:the total number of streaming content creators decreased by 4.6%from 157.0k to 1

30、49.8k.However,in H1 2024,the overall creator community for the streaming industry bounced back.The average number of creators for each brand increased by 28%YoY compared to H1 2023,a sign that the best for the streaming industry may be yet to come.Winning Strategies in Streaming|10As competition in

31、the streaming industry intensifies,platforms are increasingly betting on original content to differentiate themselves and attract subscribers.This strategic shift towards exclusive programming is reshaping the landscape,making original content a critical factor in gaining a competitive edge.In 2023,

32、Statista reported that of the$13B Netflix spent on content,approximately$7B was allocated toward the production of original content.In 2024,Netflix appears poised to maintain its crown as the highest spender on original content among SVOD(subscription video on demand)platforms,with the majority of t

33、he companys$17B content budget allocated to originals.The Bet on Original ContentWhen analyzing Netflixs top creator marketing hashtags of Q1 2023,six of the brands top 10 pertained to Netflix original content,including Ginny&Georgia Season 2(January 5),Perfect Match(February 14),Your Place or Mine(

34、February 10),Outer Banks Season 3(February 23),and Love Is Blind Season 4(March 24).While Netflix garnered over 10k mentions in Q1 2023,hashtags associated with Netflix original content collectively generated$39.4M EMV11%of the brands$314.7M quarterly total.Image source/https:/ Trends and Consumer B

35、ehaviors in StreamingWinning Strategies in Streaming|11In May 2023,Netflix became the first video streaming platform to announce and implement a password-sharing policy,aiming to limit account use by location and device,and clarifying that an account is intended for use by one household.This policy

36、marked a significant shift in the streaming industry,signaling a crackdown on a practice that had become common among users.Following the implementation of this policy,Netflix experienced a notable decline in its total EMV,which decreased by 15%YoY in 2023.The most significant drop occurred between

37、May and July 2023,with a sharp 36%decline,and parallel 48%and 46%declines in impressions and engagement.This downturn coincided with a decrease in social conversation surrounding the controversial policy,and a 27%contraction in Netflixs community when those unwilling to adopt the policy stopped watc

38、hing Netflix content.The decline persisted through October before gradually returning to a total EMV figure more consistent with Netflixs performance in H1 2023.The Impact of the Password-Sharing CrackdownDespite this recovery,Netflixs total monthly EMV has yet to exceed its January 2023 high-point

39、of$122.2M EMV.However,following the uptick trend in the last two months of 2023,Netflixs EMV appeared to stabilize in H1 2024,averaging$110.7M EMV per month13%more than its$98.4M monthly average in 2023.In March 2024,Disney+and Disney-owned streaming platform Hulu followed Netflixs footsteps by impl

40、ementing their own password-sharing policies.Both platforms experienced a similar EMV decline to Netflix,with their EMV decreasing by 37%and 20%,respectively,from March to June 2024.The decline was spurred by a 38%and 10%contraction in the streaming services respective creator communities,which in t

41、urn dropped total engagement by 60%and 9%in three months.This trend underscores the widespread impact of password-sharing crackdowns across the streaming industry.As Disney+and Hulu move into H2 2024,we expect to see a stabilization similar to the arc of Netflix.Current Trends and Consumer Behaviors

42、 in StreamingWinning Strategies in Streaming|12May 2023 Netflix implements password-sharing policyMarch 2024 Disney+&Hulu implement password-sharing policyWinning Strategies in Streaming|13In the first half of 2024,some streaming platforms have distinguished themselves thanks to impressive growth an

43、d innovative strategies.Here are a few highlights from these standout performers,and an examination of the key factors behind their success.Winners in 2024 So FarAnother critical factor in iHeartRadios success was the impact of its long-running iHeartRadio Music Awards,which celebrate the most-playe

44、d artists and songs on the platform.The awards show,which occurred in April,helped the hashtag#iHeartAwards2024 accumulate 465 mentions from 138 creators,driving$3.0M EMV and helping the brand to 371.7M impressions.A significant factor in iHeartRadios H1 success stemmed from the increased potency of

45、 its creators.Hit radio shows hosted on the iHeartRadio app,such as The Breakfast Club AM and The Herd with Colin Cowherd,grew significantly in popularity.As a result,the social channels(breakfastclubam and theherd on Instagram)for both shows ranked as the No.1 and No.2 EMV-drivers for iHeartRadio,c

46、ontributing a collective$19.6M EMV,a substantial increase from$3.7M in H2 2023.Image source/Kevin Winter/Getty Images for iHeartRadiobreakfastclubam#1 EMV-DriverImage source/theherd#2 EMV-DriverImage source/H1 2024 proved a banner time for music and audio streaming,with all major platformsincluding

47、Spotify,Apple Music,SiriusXM,YouTube Music,Amazon Music,and Pandora Musicexperiencing significant growth.However,iHeartRadio stood out by capturing$90.3M EMV and 48.2M engagements,representing a remarkable 101%year-over-year EMV increase and more total engagments than Pandora Music and Youtube Music

48、 combined(40.5M).With this impressive performance,iHeartRadio is on track to surpass its 2023 yearly high of$98.8M EMV.iHeartRadioWinning Strategies in Streaming|14Image source/PeacockImage source/Andy Cheung/Getty ImagesImage source/Abbie Parr/APIn an overall tough half for video streaming brands,w

49、ith leaders like Netflix and Disney+experiencing slight EMV declines,Peacock stood out by growing 7%YoY in H1 2024,amassing$128.6M EMV.Peacock is well-positioned for significant expansion in H2 2024,thanks to NBCUniversals exclusive U.S.broadcast rights to the Olympics.In H1 2024,Olympics-related so

50、cial media campaigns significantly boosted Peacocks visibility,with hashtags such as#MTUSA,#TrackFieldTrials24,#ParisOlympics,#TeamUSA,and#Olympics ranking among the platforms top 10 most impactful hashtags and collectively generating$27.9M EMV,accounting for 22%of Peacocks H1 total.By July,Peacock

51、climbed to the No.3 spot on the streaming industry Top 10 leaderboard,amassing$53.1M EMVa 55%increase from the previous month.This surge was accompanied by a remarkable 84%growth in engagements,reaching 52.8M,and a 54%increase in impressions,totaling 989.4M.The excitement surrounding the Olympics wa

52、s a major factor,with event-related hashtags contributing$23.1M EMV,or 44%of Peacocks monthly total.With this strong performance,Peacock is poised for continued growth in the latter half of the year.PeacockWinners in 2024 So FarWinning Strategies in Streaming|15In H1 2024,Apple Music dominated the m

53、usic streaming landscape,amassing 4.9M impressions and 191.2M engagements,the third and fourth highest totals among the top 15 streaming brands and the second among music streaming brands.While it remains distant from Spotifys leading position($1.2B EMV in H1),Apple Musics H1 total was a remarkable

54、132%greater than its next closest competitor,Amazon Music,which collected$98.1M EMV.If Apple Music maintains its strong performance in H2,it can surpass its all-time high of$427.7M EMV achieved in 2020.A key component of Apple Musics success in H1 was its strategic partnerships with major music indu

55、stry names,including Beyonc and Peso Pluma.These collaborations resulted in impactful hashtags#PesoPluma and#Beyonc,which collectively generated$8.3M EMV and coincided with the launch of new albums from both artists.Alongside Beyoncs country album Cowboy Carter,which launched in March,Apple Music co

56、llaborated with the artist to release an exclusive cover playlist,Apple Music Nashville Sessions:Beyonc Covered,for#BlackMusicMonth in June.Image source/Composite/Apple MusicImage source/Composite/Apple MusicApple MusicWinners in 2024 So FarWinning Strategies in Streaming|16The streaming industry ha

57、s undergone a profound transformation over the past five years,driven by the emergence of new platforms,shifting consumer preferences,and the strategic implementation of creator marketing.The industrys growth trajectory,marked by a significant increase in digital engagement,underscores the pivotal r

58、ole of creators in shaping brand success and consumer sentiment.2024 appears poised to be the industrys best year yet,with average EMV growth for streaming brands up 56%YoY in H1.A key driver of this success is these brands EMV retention rate.After averaging 62%between 2019 and 2023,this metric has

59、increased to an impressive 72%in H1 2024.EMV retention serves as an important marker of community health,measuring the value of engagement driven by loyal content creators from one time period to the next.Whats Next for the Streaming Industry?Content creators are fueling significantly more engagemen

60、t in H1 2024 compared to H1 2023.Average engagements are up by 245%YoY to 123.7M,facilitated by an expanded content volume of 601.3k brand mentions across all major streaming brands.If this trajectory continues,the industry is poised to break the total content volume it achieved last year(984.8k men

61、tions).Despite challenges such as streaming fatigue,market saturation,and changing post-pandemic lifestyles,top streaming brands have demonstrated resilience and adaptability.The strategic use of high-impact creator partnerships,and a heightened focus on original content,have been key drivers of gro

62、wth and competitiveness.Looking ahead,brands that continue to nurture strong creator relationships,and adapt to evolving consumer behaviors,will be well-positioned to lead the industry into its next phase of growth.Winning Strategies in Streaming|17What creator marketing strategies can your brand de

63、ploy to pull ahead?Invest in Powerhouse Creator RelationshipsWhile other industries benefit from a more balanced creator community,streaming brands should prioritize the retention of Powerhouse tier creators to drive sustained growth.Harness the Power of Micro-InfluencersEspecially effective during

64、times of market shifts,micro-influencers bring authenticity,and can drive meaningful engagement.While brands should still focus primarily on powerhouse creators,leveraging micro-influencers talents can be critical in niche markets or for specific campaigns.Prioritize Creator RetentionMaintaining lon

65、g-term relationships with top-performing creators is essential for sustained growth.In H1 2024,successful brands have demonstrated the power of consistently engaging with retained creators.This approach helps secure ongoing loyalty and influence within their communities,ensuring your brands continue

66、d impact and visibility.Winning Strategies in Streaming|18 COPYRIGHT CreatorIQ 2024Want more detailed metrics on your brands creator marketing performance?Explore the CreatorIQ Top 10 LeaderboardCheck out the interactive CreatorIQ Top 10 Leaderboard to see whos leading the pack in your industry,and how your brand stacks up against the best.