• Streaming and fashion brands are dominating creator marketing on social, per new rankings by CreatorIQ.
• Spotify leads with $6.2 billion in earned media value and a high creator retention rate.
• Netflix was the top brand on TikTok, with 103% EMV growth on the platform.

Streaming and fashion brands are dominating the conversation among influencers on social platforms, new data shows.

Influencer marketing platform CreatorIQ ranked the top brands that creators posted about in 2024 in a new report. These brands generated the most conversation and impact in creator marketing, based on CreatorIQ's data.

The company analyzed thousands of brands globally using several metrics, including EMV, short for earned media value. EMV measures engagement, reach, and other impacts of creator content mentioning a brand. CreatorIQ looked at all branded content, including both organic and sponsored mentions, from influencers tracked in its creator databases. It measured content across Instagram, TikTok, YouTube, and other platforms.

This list was led by streaming brands like Spotify and Netflix, as well as fashion brands like Fashion Nova and Adidas. These companies are known for working heavily with influencers. Fashion Nova, for example, built its fast-fashion clothing brand on influencer and celebrity partnerships and product gifting.

The brands with the highest total EMV in CreatorIQ's study were:

1. Spotify: $6.2 billion in earned media value, up 31% year over year
2. Netflix: $3.6 billion, up 35%
3. Fashion Nova: $2.4 billion, up 14%
4. Adidas: $1.9 billion, up 30%
5. Shein: $1.8 billion, up 8%
6. Nike: $1.6 billion, down -2%
7. Zara: $1.6 billion, down -21%
8. Prime Video: $1.3 billion, up 23%
9. Red Bull: $1.3 billion, up 15%
10. Maybelline: $1.1 billion, up 47%

One key to Spotify's success was the high percentage of creators who continued speaking about the brand month over month or year over year, according to the report. Spotify's 83% creator retention rate in 2024 — a measure of the share of EMV generated by creators who posted about the brand the year before — was 13% higher than the average among other top-ranked brands, and second only to Fashion Nova's 89%.

Spotify also retained all of its top 20 most impactful creators from 2023, per CreatorIQ. That included French YouTuber Thibaud Delapart, who generated $213 million in EMV for Spotify in 2024, 108% more than the year before.

Celebrity-backed brands came out on top among the brands launched in 2024, which were ranked separately. Rihanna's Fenty Hair, launched in June, was No. 1, followed by Beyoncé's Cécred, launched in February 2024.

The top 10 brands that rolled out last year, ranked by EMV, included:

1. Fenty Hair: $73.2 million in earned media value
2. Cécred: $49.9 million
3. Wyn Beauty: $16.3 million
4. Sprinter: $14 million
5. Gin&Juice By Dre and Snoop: $12.9 million
6. SirDavis: $7.5 million
7. Bero: $6.3 million
8. Blake Brown Beauty: $5.6 million
9. Victory+: $3.7 million
10. The Rootist: $3.2 million

Meanwhile, among the fast-growing brands working with creators, the K-beauty brand Tirtir topped the charts. Tirtir's EMV grew 1,044% year-over-year in 2024 to $148.6 million.

Netflix led on Instagram and TikTok as creators posted reviews and hot takes on its shows

While Spotify topped the overall ranking of brands in creator marketing, Netflix was No. 1 on Instagram, followed by apparel brands Fashion Nova and Adidas.

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Netflix also dominated on TikTok, with $718.9 million in EMV, up 103% year over year. The top-performing creator content that mentioned Netflix included deep dives, reviews, and hot takes on shows like "Squid Game" or "Love Is Blind," as well as live sports like the Jake Paul vs. Mike Tyson fight in November, per CreatorIQ. Pop culture commentators Javier Sixto (@sixto_javier) and Ashley Vera (@ashleyvera) collectively drew $31.3 million in EMV with their reviews, for example.

The leading brands on YouTube were mostly media and entertainment platforms, including Spotify, Apple Music, Netflix, and HBO Max.

One exception was energy drink company Gamer Supps, which ranked sixth on YouTube with its small but loyal creator community. Sixty six of the 70 creators posting about the brand in 2024 had also posted about it the year before. They drove 72% of the brand's $180.2 million EMV in 2024. Twitch streamer Charlie White (moistcr1tikal), also known as penguinz0 on YouTube, has 16.5 million subscribers and was Gamer Supps' most impactful creator of the year.