Spotify Tops $6.2 Billion in Creator Marketing Value as Streaming Giants Lead Social Media Influence
Staff Editor Streaming and Fashion Brands Lead Creator Marketing on Social Media
A new report by CreatorIQ has revealed that streaming and fashion brands are dominating the creator marketing landscape on social media platforms. The study, which ranks top brands based on their impact and conversation generated in creator marketing, uses Earned Media Value (EMV) to measure the engagement and reach of creator content.
Spotify emerged as the leader with an impressive $6.2 billion in EMV, showing a 31% increase year over year. The streaming giant’s success can be attributed to its high creator retention rate of 83%, surpassing the average of other top brands. Notably, Spotify retained all of its top 20 impactful creators from the previous year, with French YouTuber Thibaud Delapart significantly contributing to the platform’s EMV.
Netflix followed closely behind with $3.6 billion in EMV, marking a 35% growth. Fashion brands also made a strong showing, with Fashion Nova and Adidas securing significant positions in the rankings. Other notable brands in the top tier included Shein, Nike, Zara, Prime Video, Red Bull, and Maybelline.
The report also highlighted newly launched brands in 2024, with celebrity-backed ventures leading the pack. Rihanna’s Fenty Hair and Beyoncé’s Cécred topped the new brand rankings, followed by emerging names such as Wyn Beauty, Sprinter, and Gin&Juice By Dre and Snoop.
In terms of fast-growing brands, K-beauty brand Tirtir demonstrated remarkable growth with a staggering 1,044% increase in EMV, reaching $148.6 million in 2024.
Platform-specific insights revealed that Netflix excels on Instagram and TikTok, driven by content related to shows and live sports. Pop culture commentators were found to contribute significantly to Netflix’s EMV on TikTok. On YouTube, media and entertainment platforms dominated, with Spotify, Apple Music, and Netflix leading the charge. Gamer Supps stood out as an exception, leveraging a loyal creator community to drive EMV.
As the creator marketing landscape continues to evolve, it’s clear that streaming and fashion brands are at the forefront, with celebrity-backed and fast-growing brands making significant strides. The report underscores the importance of platform-specific strategies for brands to maximize their impact and engagement in the competitive world of social media marketing.
