How Netflix beat HBO in Emmy nominations for first time ever | 7/12/2018 | Staff
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Netflix just toppled HBO from its Emmy nomination throne.

For the first time ever, the streaming service garnered more Emmy nods than the premium cable network.

Netflix - Nominations - Thursday - Morning - Awards

Netflix picked up 112 nominations on Thursday morning to usual awards season king HBO’s 108 — despite the return of Game of Thrones to eligibility with its seventh season. (Last year, by comparison, Netflix had 91 nominations to HBO’s 111). NBC was third this year with 78 nominations and FX fourth with 50.

Among series, GoT was still tops with 22 nominations, followed by NBC’s Saturday Night Live (21), HBO’s Westworld (21), Hulu’s The Handmaids Tale (20) and FX’s Atlanta (18), Amazon’s The Marvelous Mrs. Maisel (14) and HBO’s Barry (13).

Netflix - Manage - HBO - Titles - Year

So how did Netflix manage to beat HBO without any titles among the year’s top eight most nominated series?

The same way Netflix manages to be such a competitive platform — not by doing a few shows extremely well, but by doing a lot of shows very well. Netflix racked up nods through a wide breadth of nominations for 40 shows in total. Historical drama The Crown picked up 13. Sci-fi drama Stranger Things got 12. Retro dramedy GLOW got 10. Black Mirror got seven. Anthony Bourdain: Parts Unknown got five. Ozark got five. And on and on it went. It adds up.

Netflix - Revenue - Shows - Awards - Season

Plus Netflix put its considerable revenue heft behind pushing its shows with awards season marketing. HBO does this as well, but again, Netflix had a lot of contenders. One report noted that Netflix bought 13 ads and held three standalone For Your Consideration events alone to push season 2 of GLOW to TV Academy voters.

“We congratulate our creative partners on their unprecedented success today, garnering Netflix a leading 112 nominations,” said Netflix Chief Content Officer Ted Sarandos in a statement. “We are particularly enthused to...
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