Netflix and Amazon won big at last night’s Emmys, but Disney stole some buzz
It鈥檚 clear from one glance at that streaming networks continue to dominate. Here鈥檚 how some of the bigger players fared, and more on their marketing efforts:
Netflix
Continuing a trend that began in 2013, Netflix pulled in more Emmy nominations than it did the year prior鈥117 this year, 112 last. It also won four more Emmys than last year (up to 27), including Lead Actor in a Limited Series or Movie (Jharrel Jerome, 鈥淲hen They See Us鈥), Outstanding Television Movie (鈥淏lack Mirror: Bandersnatch鈥), Supporting Actress in a Drama Series (Julia Garner, 鈥淥zark鈥) and Directing for a Drama Series (Jason Bateman, 鈥淥zark鈥).
. Given that the streaming giant saw more than 40 of its shows nominated, Netflix focused this season on targeted marketing promoting 鈥淥zark,鈥 鈥淩ussian Doll,鈥 鈥淏odyguard鈥 and 鈥淲hen They See Us,鈥 all earning nominations in prominent categories. The Emmy campaign included screenings in a 400-person theater and a reception area where fans could snap selfies in show-themed areas.
Amazon
While Netflix and HBO took home more Emmys, Amazon Prime Video won more of the higher-profile categories. Its original series 鈥淔leabag鈥 was awarded Outstanding Comedy Series, and whose star and creator, Phoebe Waller-Bridge, took home prizes in Writing for a Comedy Series and Lead Actress in a Comedy Series. Meanwhile, 鈥淭he Marvelous Mrs. Maisel鈥 swept both Supporting Actor/Actress in a Comedy Series awards with wins from Tony Shalhoub and Alex Borstein.
This year鈥檚 marketing departed from the norm. Citing possible confusion, Amazon had previously branded itself as Prime Video to differentiate it from the online retail juggernaut from whence it came. But they鈥檙e now referring to themselves as Amazon Prime Video. 鈥淲e鈥檝e shifted our focus into saying the products that we make from an original content perspective is an Amazon Original, and that could be anything from a series to a movie to a special,鈥 says Amazon Studios marketing head Mike Benson, .
Disney
Major streaming claustrophobia arrives in November when Disney debuts Disney+, and the competitive urgency increased when . Marketing has already begun for its upcoming slate of shows and films, which includes 鈥淭he Mandalorian鈥濃攁 show from the 鈥淪tar Wars鈥 universe鈥攁 reboot of 鈥淟ady and the Tramp鈥 and 鈥淭he World According to Jeff Goldblum.鈥 Subscriptions are available for pre-order as well.
The commercial is just one step in a major marketing blitz. Sarah Vizard writes in , 鈥淒isney CEO Bob Iger said the company would be treating the launch as its most important in 15 years, with a marketing plan to match.鈥
Likely anticipating the upcoming streaming wars, the Emmys broadcast also included ads from Apple, Amazon Prime, Hulu and Netflix.
The field is about to expand exponentially, but advises that streaming services should stand out by thinking small, not trying to be comprehensive. Disney鈥檚 ad emphasized that its slate of shows covers multiple genres, meaning it can appeal to niche audiences鈥攕uch as fans of the movie 鈥淗igh School Musical,鈥 as one of its new shows is entitled 鈥淗igh School Musical: The Musical: The Series.鈥
Given the amount of upcoming competition in an increasingly fragmented entertainment industry, expect major marketing blitzes come summer when nominations begin.
Steve Heisler served as staff writer at the 萝莉社官网. His work can be found in Rolling Stone, GQ, The A.V. Club and Chicago Sun-Times. He may be reached at steveheisler@gmail.com.