The 73rd Emmy Awards

Brand Implications

The 73rd Emmy Awards highlighted the importance of streaming platforms to the entertainment industry. The event itself was broadcast live on Paramount+ along with its CBS airing. 342 nominations, a full 56% of the total, went to streaming content while 4 of the 5 most nominated shows were from streamers. In the major categories the streaming platform domination was even more clear. While Netflix was the most nominated network for the second year in a row, the 27% jump in streaming service nominations vs. last year is due to the rise of Disney+ and the launch of HBO Max. As prestige content becomes majority non-ad-supported, the message to brands is clear. The only way for brands to reach consumers in today’s most popular, most watched, and most awarded content is through product placement inside these stories.

BEN Takeaways

Streamers dominate the night

The Apple TV+ hit “Ted Lasso” won Outstanding Comedy Series, while Netflix took Outstanding Drama for “The Crown” and Outstanding Limited or Anthology Series for “The Queen’s Gambit”. Disney+’s “The Mandalorian” tied for the most nominations with 24 and Hulu’s “The Handmaid’s Tale” had 21.

Many famous firsts

– Michaela Coel became the first black woman to win the Emmy for Outstanding Writing for a Limited or Anthology Series or Movie for her work on “I May Destroy You”.
– Mj Rodriguez was the first out trans woman to be nominated in the Outstanding Lead Actress category for her role in “Pose”.
– RuPaul became the most-awarded person of color in Emmy history receiving his 11th award.
– For the first time female directors took home both of the night’s honors in this area with Jessica Hobbs for “The Crown” and Lucia Aniello for “Hacks” winning for drama and comedy respectively.

a big night for ben brands

BEN’s connectivity with many of the year’s most recognized shows led to outstanding product placements in the night’s biggest nominees and winners. “Ted Lasso”, “Hacks”, “Mare of Easttown”, “WandaVision”, “Black-ish”, “This Is Us” and many others feature brand integrations placed by BEN.


With 44 Emmy wins, Netflix tied the record set for awards won by a network in a single year. The mark was set in 1974 by CBS. For the first time, the night’s three biggest awards (Outstanding Comedy, Drama, and Limited or Anthology Series) all went to shows on streaming services. The success for streamers yet again highlights the importance for brands to get inside popular content with product placement as consumers and critics alike focus their attention on non-ad-supported platforms.

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