What Do Netflix’s Emmy Nominations Mean for Online Video?

/ Jul 18, 2013

HouseOfCards

Not much. Not right now.

No doubt, it’s a significant milestone for original online programming, and should be recognized for that reason alone. But “House of Cards” receiving nine Emmy nominations does not mean we’re about to see more online video programmers graduate to the Emmys.*

Why? Well, consider what Netflix had to do to earn nine nominations for “House of Cards” and three for “Arrested Development.” “House of Cards” required a $100 million investment, a cast headlined by big-name actors like Kevin Spacey, and a massive marketing campaign. When the first season premiered in February on the streaming service, you could not go far without seeing the image of Spacey atop the Lincoln Memorial plastered at bus stops, train stations, and major intersections. When it came time to sell Emmy voters on the show, Netflix implemented a strategy that included election-style lawn signs (native advertising?) in Hollywood.

The other Netflix original series to receive a nomination in a major Emmy category was “Arrested Development,” which isn’t exactly a Netflix original in the way “House of Cards” and “Orange Is the New Black” is. The ensemble comedy has an established Emmy pedigree, having previously won Outstanding Comedy Series, which comes in handy when you’re trying convince voters to nominate your show.

In a nutshell, it takes a lot of time and money to get the attention of Emmy voters. For most online video programmers, the economics simply aren’t there to produce and market programming that could stand toe-to-toe with anything from HBO, AMC, Showtime, and FX.

Netflix has proven it is financially committed to Emmy-quality original programming. The company wants to be the next HBO, and already refers to its original slate as “internet television.” In other words, it’s still television, just delivered via a different pipe with a different release model (which is either innovative or stupid depending on who you ask). It would be difficult to call most of the original online video programming that exists outside of Netflix as television or internet television.

Because, let’s face it, there are only a handful of online video providers that are even interested in creating TV-style, Emmy-worthy programming. Most content creators exist on the other corner of the online video ecosystem, where short-form and marketing words like “engagement” rule. The Television Academy already recognizes this ecosystem via the Emmy for Outstanding Creative Achievement in Interactive Media, which is awarded on a separate night and is reserved for most of what you see on AOL, Blip, Yahoo, YouTube, and other ad-supported online video networks today.

Unless any of these companies seriously invest in creating a long-form original program, they don’t belong in the Emmy conversation.**

Netflix does. Amazon might, but we don’t know if it has the same lofty ambitions as Netflix does in terms of its original slate, not to mention the fact that we have yet to see a full season from an Amazon original. Hulu might as well, if it chooses to invest its upcoming $750 million investment toward original programming, which to date has been a side project for the embattled premium video company.

So it comes back to Netflix, which looks ready to stand next to the HBOs and AMCs as a constant presence at the Emmys. It will take a while before anyone else from the web joins them.

* To be clear, I am referring to what most people consider to be The Emmys — the major categories that are awarded during the televised ceremony.

** Not that these companies want to, it’s just an interesting distinction to make when looking at the many different types of content creators, publishers, producers, and platforms that make up the online video ecosystem.

 

Tags: , , , , , , , , , , , , , , ,


Hulu Logo

Hulu and ITV Go Straight to Series with ‘Harlots’

 
AmazonBox

Amazon’s New Pilot Season Gets Bookish with F. Scott...

 
SubscriptionStreaming_300x250_VideoInk

Is “Wallet Share” for Subscription Streaming...

 
Victorious launches mobile apps with The Young Turks, Ryan Higa

Victorious Raises $25 Million But How ‘Victorious’...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Bad Internet CollegeHumor YouTube Red

CollegeHumor Finds Laughs in Dystopia with YouTube Red’s...

 
Bryce Clemmer Digital Video Measurement

Digital Video Measurement is Imperfect. So What?

 
Go90

Inside go90’s Content Strategy Part 2 — Sports and...

 
MakerLogo2015

Shows on go90 – Teen Drama, Comedy, Gaming

 
StyleHaul Logo

Shows on go90 – Talk Show, Fashion/Beauty, Reality Series

 
GO90

Inside go90’s Video Strategy — A Product Evolution...

 
Lloyd Ahlquist EpicLLOYD Epic Studios

EpicLLOYD’s Kinda Epic Journey from Pitch to Production...

 
goproaerial

GoPro and Red Bull Tighten Bond with Global Deal – Does...

 
BrandedTVLogo_VideoInk_300x250

In-House Content Studios: Same Name, Different Capabilities

 
Snapchat Article Header

Snapchat Is Getting 10 Billion Video Views A Day. Now What?

 
PrankvsPrank-Jesse-Whalen-Jeana-Smith-Split

PrankVsPrank’s Jesse Wellens, Jeana Smith Hit Pause On...

 
Get The Look  Metallic Chic Eye Makeup by Maybelline branded content

Do This Yourself: Why Branded DIY Videos Are Still a Big Opportunity

 
Adam Wescott Select Management Group Select Next

Building Better Opportunities for Digital Influencers with...

 
Screening Room

Weekly Streaming Video Release Schedule

 
oculus faux leak

Let’s get Real about VR — the Content & Distribution...

 
Supergravity-Evan-Weiss-Red-Sun-Entertainment

Supergravity Pictures, Evan Weiss Form Talent Management Brand...

 
All-Def-Digital-NBC-SeeSo-Content-Deal

All Def Digital Teams With SeeSo For Original Content Deal

 
VidCon-2016-Beauty-Lifestyle-Content-Salon

Kandee Johnson, MyLifeAsEva To Talk Fashion, Beauty In...

 
NewFronts Image 2015

Newfronts 2016 Programming Cheat Sheet

 
PetCollective

A Year Later… How The Pet Collective Has Blown Up With...

 
indmusic

Live Nation Acquires INDMUSIC

 
Google Daydream VR

Google Bringing VR Platform Daydream to New Android Operating System

 
Cinedigm Logo

Cinedigm Buying StoryBox.tv Content for Dove Channel OTT Service

 
Instant Time INc.

Will Time Inc.’s Branded ‘New Famous’ Platform...

 
NBA Playmakers

Are the NBA and BroadbandTV Pulling a Tom Sawyer with New...

 
cutting the cord

Tearing Down the Wall – Why Television May Just Kill the...

 
PepsiCo Creative Lounge Studio

PepsiCo Pops Open Creators League Studio Facility with AOL and...

 
TMBI_VideoInk_300x250

Trusted Media Brands Delivers Strong First Newfront

 
digital-content-newfronts

Strengths and Weaknesses at the NewFronts

 
Playboy_Cover_VideoInk_300x250

Playboy May Just Out-Vice Vice – Debuts 14 Original Series...

 
Mashable makes a new hire

Mashable Expands on Video Strategy at NewFronts

 
Todd Barrish Endemol Shine Beyond USA

Endemol Shine Beyond USA Hires Maker Studios exec Todd Barrish

 
YouTube NFL

YouTube Adding 96 Full-Length NFL Games

 
Activision_Blizzard_Logo

Activision Blizzard Logging On to Facebook

 
Telemundo NewFront 2016

Telemundo Touts Mashable, Vox, Tastemade and BuzzFeed...

 
AwesomenessTV NewFront 2016 Group Shot

AwesomenessTV Unveils Gaming Awards Show, Major League Baseball...