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# Super Bowl Sparks Notable Growth in Earned Media Value for Paramount+
- URL: https://tvrev2beta2.ghost.io/super-bowl-sparks-notable-growth-in-earned-media-value-for-paramountnbsp/
- Published: 2024-03-21T16:35:58.000Z
- Updated: 2026-09-03T21:25:01.000Z
- Author: Eleanor Semeraro
- Tags: Streaming Wars, CreatorIQ, Paramount, Super Bowl, Creator Economy, #sqs, #Import 2026-09-03 21:06

Although it ranked third for Earned Media Value (EMV) among video streaming services in February, Paramount+ saw the most notable month-over-month growth, according to [CreatorIQ](http://creatoriq.com/?ref=tvrev2beta2.ghost.io). EMV is CreatorIQ’s metric for quantifying the estimated value of consumer engagement with digital earned media. 

Paramount+’s $29 million EMV represented a 151% increase from January and an 81% increase from February 2023, making it the top streamer by both month-over-month and year-over-year growth. Netflix was No. 1 by straight EMV ($101.7 million, an 8% decrease from January), followed by Prime Video ($31.2 million EMV, +6% month-over-month). 

![](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/c4cf6de8-c255-488e-b53d-a453dee092c6/ciq-feb-emv-paramount-format-original.webp)

The streamer also saw month-over-month spikes in other community metrics: 1.1K creators authored 3.5K posts about Paramount+ in February, indicating 65% and 62% increases, respectively, from January.

The Super Bowl spurred much of Paramount+’s momentum: The streamer had a humorous [Big Game commercial](https://www.youtube.com/watch?v=YKzk1h7qrj8&ref=tvrev2beta2.ghost.io) that brought together celebrities including Sir Patrick Stewart and Drew Barrymore, plus beloved TV show characters, in an attempt to summit the Paramount mountain. Paramount+ also mobilized brand partners and affiliates to promote the service’s streaming of the Super Bowl leading up to and during the game. This resulted in #SBLVIII and #SuperBowl being the brand’s top two February hashtags, garnering a respective $1.6 million EMV and $1.2 million EMV.

One of the top posts by EMV was [CMT’s Facebook post commending Reba McEntire’s performance of the national anthem](https://www.facebook.com/cmt/posts/949035723253853/) at the Super Bowl. Outside of the Big Game, Paramount+ also saw notable EMV generation from posts promoting *The Thundermans Return*, including [this one from the movie’s star Kira Kosarin](https://www.instagram.com/kirakosarin/reel/C3JFCJ-PeKz/?ref=tvrev2beta2.ghost.io). 

For more insights around the creator economy, check out [CreatorIQ’s Top 10 reports here](https://www.creatoriq.com/the-top-10-february-2024?ref=tvrev2beta2.ghost.io).