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The 73rd Primetime Emmy Awards will see the top streamers go head to head – and this time around, the ceremony will not be virtual.
The in-person event will be held in an air-conditioned tent in Los Angeles and will require all attendees to present a negative COVID-19 test, in addition to proof of vaccination.
This makes the Emmy Awards the first major awards show to require vaccinations for all attendees, which will be limited to just four guests per nomination. Comedian Cedric the Entertainer is slated to host this year.
Streamers dominate nominations – but will that translate to wins?
This year’s Emmy nominations have largely favored the streaming giants. HBO (T), with its new streaming service HBO Max, led the way with 130 nominations, followed by Netflix (NFLX) with 129 nods.
Two-year-old Disney + (DIS) came third with 71 nominations, while traditional cable network NBC (CMCSA) finished fourth with just 46 nominations. Apple TV + (AAPL) rounded out the top five with a total of 37 nods, in large part thanks to the comedy series “Ted Lasso” which garnered 20 nominations.
Additionally, the three most nominated shows were from streaming. Netflix’s “The Crown” and Disney’s “The Mandalorian” each landed 24 nominations, followed by Disney’s “WandaVision” with 23 nods. It was the first time in Emmy history that the top three nominated shows came from streaming platforms.
Meanwhile, the nods for traditional cable or broadcast networks have seen historic lows. In the comedy category, ABC’s “Black-ish” was the only non-streamer to be nominated.
“Streaming platforms are really committed to channeling huge resources into the creative side of their business, both in front of and behind the camera,” Paul Dergarabedian, senior media analyst at Comscore recently told Yahoo Finance.
“Resources and creative freedom equate to great content, which is why you see this dominance of streaming right now,” the analyst continued.
Yet despite the plethora of Emmy nods, the streaming giants have struggled to convert nominations into actual wins. Netflix, for example, has yet to take home top prize in the drama, comedy, or best limited series categories, despite investing billions of dollars in content each year.
The last streaming series to win Best Drama was Hulu’s “The Handmaid’s Tale” four years ago.
“Winning is the price,” Dergarabedian noted, although “in some ways just being nominated can be an award. Perception of quality is one of the most important motivators for consumers. . “
He added, “That’s why all of these platforms covet these nominations, but before that they have to hunt the creators who can create the content that will get the nominations, get the awards and build on that branding and recognition. . “
Emmy ratings in focus
CBS will feel the pressure for more audiences, especially after last year’s broadcast ratings dropped to an all-time high of just 6.1 million viewers on ABC.
That was the lowest viewership in the show’s history, and significantly compared to the roughly 6.9 million people who watched the show in 2019, the network revealed at the time.
The rewards that debuted throughout the pandemic have seen rapid downward fluctuations. In addition to last year’s Emmys, viewership numbers for the Oscars, Grammys and Golden Globes were all significantly lower than the previous year, dropping 58.3%, 53%, and 63% respectively.
However, this year’s audience breakdown will be a little different as the show is slated to air simultaneously on a major cable network (CBS). and Paramount + streaming service.
The addition of Paramount + – where registrations and streaming audiences will be critical when it comes to analyzing the show’s overall performance – should help offset some of the importance of those broadcast numbers. linear.
The 73rd Primetime Emmy Awards air Sunday, September 19 on CBS and stream live on Paramount + at 8 p.m. ET / 5 p.m. PT.
Alexandra is a producer and entertainment correspondent at Yahoo Finance. Follow her on Twitter @ alliecanal8193
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