Football & Fashion Pump Up Prime Video EMV in October

Football and fashion may seem an unlikely duo, but together they delivered for Prime Video in October as two of the top sources of Earned Media Value (EMV), according to an analysis from CreatorIQ. EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

Live streams, especially sports, are playing an increasingly important role as streaming platforms vie for attention in a crowded landscape. And luckily for Prime Video, it had NFL action as well as the Victoria’s Secret Fashion Show generating momentum in October. 

In total, Prime Video received $44.9 million in EMV during October, putting it in third place among streaming platforms, behind Netflix ($144.3 million EMV) and Hulu ($68 million). 

But looking at month-over-month EMV growth, Prime Video took first place with 64%. That increase was fueled by NFL content plus hype around the Victoria’s Secret Fashion Show, which was livestreamed on Prime Video on October 15.  The NFL and Victoria’s Secret also fueled month-over-month increases in engagements (+201%) and impressions (+123%) for Prime Video. 

#NFLPlus was Prime Video’s No. 1 hashtag for the month, generating $5.9 million in EMV, while NFL-owned social media accounts collected $6.1 million. But notably, even more EMV came from Victoria’s Secret-owned accounts — $7.1 million — thanks to 60 pieces of content promoting the fashion show.