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# Those ‘Mormon Wives’ Helped Hulu Grow Earned Media Value in September
- URL: https://tvrev2beta2.ghost.io/those-mormon-wives-helped-hulu-grow-earned-media-value-in-september/
- Published: 2024-10-25T13:55:51.000Z
- Updated: 2024-10-25T13:55:51.000Z
- Author: Eleanor Semeraro
- Tags: Streaming Wars, CreatorIQ, The Secret Lives of Mormon Wives, Hulu, #sqs, #Import 2026-09-03 21:06

Not only has *The Secret Lives of Mormon Wives* become Hulu’s top unscripted season premiere of the year — prompting [a quick season two renewal](https://variety.com/2024/tv/news/secret-lives-of-mormon-wives-renewed-for-season-2-hulu-1236166426/?ref=tvrev2beta2.ghost.io) — it’s also driving notable Earned Media Value (EMV) for the platform, according to a September analysis from [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. 

In total, Hulu received $73.8 million in EMV during September, a notable 66% month-over-month increase — but it wasn’t enough to beat Netflix, which racked up $128.2 million. Peacock ($31.8 million in EMV) and Max ($30.8 million) secured third and fourth places, respectively. 

*The Secret Lives of Mormon Wives* fueled part of Hulu’s increase, and owned the service’s No. 3 hashtag for the month (#SecretLivesofMormonWives), which garnered $5.9 million in EMV alone. By comparison, in August that hashtag only generated $509.6K in EMV, highlighting the explosive trajectory the reality series has experienced since its premiere on September 6\. 

![](https://storage.ghost.io/c/18/4b/184bce7f-90ef-4333-95df-ad6ebcbdad98/content/images/images-squarespace-cdn-com/content/v1/60df3ea739725c04ca27d651/cf6159ad-4cc2-4875-b317-e620b3174d7c/ciq-sept-emv-hulu-format-original.png)

Also thanks in part to the series, Hulu received 53.1 million engagements and 1.5 billion impressions in September, representing respective 83% and 58% month-over-month increases. CreatorIQ also notes that TikTok was the primary platform fueling Hulu’s momentum, delivering $33.2 million in EMV across the month vs. Instagram’s $29.7 million. This isn’t surprising, given that the cast of *Mormon Wives* consists of eight TikTok influencers that are part of the “#MomTok” community. 

Taylor Frankie Paul, who [arguably was the impetus for the Hulu series after her 2022 “soft-swinging” reveal that went viral on social media](https://www.nytimes.com/2024/09/06/style/secret-lives-mormon-wives-momtok.html?ref=tvrev2beta2.ghost.io), has seen her [TikTok](https://www.tiktok.com/@taylorfrankiepaul?lang=en&ref=tvrev2beta2.ghost.io) audience grow by nearly 20% since August, per CreatorIQ. On [Instagram](https://www.instagram.com/taylorfrankiepaul/?ref=tvrev2beta2.ghost.io), her followers have jumped over 125% in the last two months. 

While the rest of the cast members have all increased their social followings, Layla Taylor stands out: Her [TikTok](https://www.tiktok.com/@laylaleannetaylor?ref=tvrev2beta2.ghost.io) followers have risen by over 14x since August, with 22x more on [Instagram](https://www.instagram.com/laylaleannetaylor/?hl=en&ref=tvrev2beta2.ghost.io). On the flip side, Whitney Leavitt — who had basically been exiled from MomTok by the end of season one — has the smallest rates of audience growth from August to October, up 10% on TikTok and up 53% on Instagram, according to CreatorIQ. 

“The success of The Secret Lives of Mormon Wives is a prime example of how digital conversations shape and accelerate content in today's media landscape," said Alex Rawitz, Director of Research & Insights at CreatorIQ. "We're starting to see how digital content can inform showrunners and streamers, not the other way around. As #MomTok has become a highly engaged community online, it creates a pathway for this content to thrive in other media and entertainment mediums that encourage tune-in and conversation—whether in the streaming environment or on social."