Why your next binge may depend on the Emmys
Emmy recognition doesn’t just honor excellence; it drives viewership spikes, revives fading shows, and reshapes the streaming wars.
Every September, audiences tune in to the Emmys for the gowns, the speeches, and the suspense of who will take home gold. But what happens after the curtain falls is just as fascinating. Emmy wins have the power to transform a show’s destiny. They can revive struggling ratings, push niche programs into the mainstream, or even launch streaming platforms into household names. Beyond recognition, Emmys influence our cultural conversations and our streaming queues. Here’s how.
Schitt’s Creek and the Cinderella Story of Comedy
Few shows embody the Emmy effect better than Schitt’s Creek. The Canadian sitcom about a wealthy family who loses it all had a modest start, airing quietly on CBC and later finding a home on Netflix. For years, it was a cult favorite. But in 2020, when the show swept all the major comedy categories, it made Emmy history, and changed its fate. Within weeks, millions of viewers who had never heard of the Roses binged every season. The Emmys didn’t just reward a gem, they turned it into a global obsession.
Game of Thrones: Power Through Awards
By the time Game of Thrones started its awards streak, it was already a cultural behemoth. Yet the Emmys added a layer of legitimacy. Each win, especially its record-breaking number of trophies, confirmed it as the crown jewel of prestige television. The show’s dominance at the Emmys became part of its marketing, fueling its legacy and encouraging new audiences to jump into Westeros long after the first season aired.
Ted Lasso and the Rise of Apple TV+
When Ted Lasso premiered, Apple TV+ was still trying to prove it could compete with Netflix and Hulu. The Emmy wins for Jason Sudeikis and the show’s warm, feel-good storytelling changed everything. Suddenly, Apple’s fledgling service had a flagship title. Subscribers flooded in, eager to see what critics were raving about. The Emmys not only gave credibility to Ted Lasso but validated Apple TV+ as a serious player in the streaming wars.
The Crown and the Lure of History
Historical dramas don’t always attract wide audiences. But The Crown was different. Its lavish production and performances were undeniable, and Emmy wins gave it the aura of “must-watch” television. Viewers who might have skipped a series about the British monarchy were persuaded by the buzz and the awards. For Netflix, the show’s success at the Emmys reinforced its ability to create highbrow drama and keep subscribers loyal.
Succession and the Art of Staying Relevant
Succession is a show tailor-made for critics, but Emmys turned it into watercooler television. Each award season, its wins reignited interest and kept audiences glued to the toxic drama of the Roy family. More than just celebrating excellence, the Emmys signaled to casual viewers that this was a show worth their time. The buzz sustained viewership between seasons, ensuring it never fell out of the spotlight.
The Handmaid’s Tale: Awards as Activism
When The Handmaid’s Tale began winning Emmys, its chilling dystopian world felt eerily relevant to modern debates about women’s rights. Awards didn’t just celebrate the artistry, they amplified its political resonance. Emmy recognition turned the show into a cultural talking point, with references to its imagery appearing in protests and social movements. Here, awards were more than entertainment; they were part of larger conversations.
Fleabag’s Overnight Fame
Phoebe Waller-Bridge’s Fleabag had already gained fans in the UK, but its Emmy sweep in 2019 brought it into American households. The wins sparked think-pieces, rewatches, and fan art. Suddenly, Waller-Bridge was a household name, tapped for writing James Bond: No Time to Die. The Emmys turned a sharp, offbeat comedy into a touchstone for millennial women and beyond.
Breaking Bad’s Reputation Sealed
Breaking Bad was always critically acclaimed, but it was the Emmys that cemented its reputation as one of the greatest shows ever. Bryan Cranston’s multiple wins for Walter White and Aaron Paul’s turn as Jesse Pinkman reinforced the idea that this wasn’t just good TV; it was cultural canon. The Emmys encouraged latecomers to binge-watch, ensuring the show’s influence would last long after its finale.
From Cancellation to Renewal
Sometimes, Emmy attention literally saves shows. Programs hovering on the edge of cancellation can get another chance when awards spotlight their brilliance. Think of Friday Night Lights, which was renewed after Emmy buzz, or Arrested Development, which built a second life thanks to acclaim. Awards can turn a near-death experience into longevity.
The Next Wave of Winners
Looking ahead, Emmy winners don’t just bask in glory; they chart the course for what we watch next. A small streaming series today could be tomorrow’s Schitt’s Creek. History shows that when the Emmys bless a show, audiences follow.
The Takeaway
The Emmys are more than a star-studded ceremony. They’re a cultural compass, steering audiences toward shows they might never discover otherwise. Wins shape reputations, fuel viewership, and sometimes rescue stories from fading away. If you want to know what’s worth watching next, follow the Emmy trail.
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