Apple TV's 28-Emmy night makes "Apple is the new HBO" the narrative, though its shows lack mass audiences.
Matt Bellany gives the final tally: Apple TV 28, HBO 21, Netflix 16, NBC and Peacock 15, Disney across all its labels also 15, CBS and Paramount Plus 11, and Prime Video 10. He calls it a big night for Apple TV and its executives Eddie Q, Zach Van Amburg and Jamie Ehrlich.
Widows Bay won 14 Emmys including Best Comedy, breaking the record set last year by The Studio, both Apple TV shows. The Pit won Best Drama, though only Noah Wiley won an acting award on the live show. HBO Max's DTF St. Louis won limited series, Colbert won, and The Traders beat Survivor.
Lucas Shaw says Apple has become a real Emmy contender over the last two or three years and makes shows Hollywood and critics love, but lacks HBO's mass-appeal cultural splash. Widows Bay, for example, was the least watched of all the nominees, while even The Sopranos had a real audience.
Katie Dippold had the script in her closet for about 15 years, packaged it with director Hiro Murai, and FX was interested, but Apple bought it in the room with a series commitment and no star attached. Matthew Rhys was cast much later, and the show costs only about $5-6 million an episode.
Bellany argues HBO has gone slightly more mainstream: its big winner The Pit is basically a broadcast show, and it has a Harry Potter show, a Big Bang spinoff and Lanterns. Shaw says Casey Boyes points to The Penguin as both IP and prestige, but HBO Max's priorities are somewhat at odds.
Netflix won 16 total but only three on the live show. Shaw notes it still had the second most nominations and third most wins, but Netflix now prioritises a widely watched service with prestige sprinkled in, like The Diplomat and Beef. Bellany holds it to a higher standard because it submits the most shows.
Disney got zero awards on the prime-time show two years running, with 15 total; The Bear did little and Ryan Murphy's Love Story only won a casting award, since the shine is off Murphy. Shaw says FX is on shakier footing than HBO because it is now a sub-brand tile inside another app.
Both hosts pick I Play Rocky, Peter Farrelly's film about the creation of Rocky, which was the most talked-about movie while they attended, with Anthony Ippolito playing Stallone. Other contenders include Martin McDonagh's Wild Horse 9 and Jesse Eisenberg's The Debut with Julianne Moore and Paul Giamatti.
Craig Horlbeck says 18 of the last 20 People's Choice Award winners got a Best Picture nomination, including last year's Hamnet, American Fiction and The Fablemans. Green Book premiered at Toronto, won the audience award and went on to win Best Picture despite the controversy around it.
Bellany found Mariska Hargitay very likable with some cringy musical numbers, while Craig thought the show was much better than last year's and the host was really trying. Highlights included Michael J. Fox, the Rob Reiner tribute by Jamie Lee Curtis and Dolly Parton, John Mulaney, and the show ending early.