Apple joins streaming elite, Netflix hits milestone with Emmy wins

LOS ANGELES, Sept. 19 (Reuters) – Apple Inc (AAPL.O) improved its streaming TV credentials on Sunday as “Ted Lasso” won the Emmy for Best Comedy, and Netflix Inc (NFLX.O) has clinched her biggest date television prize with a best dramatic win for “The Crown.”

Netflix also tied the all-time record for most Emmys in a single year at 44, a mark previously achieved by ViacomCBS Inc’s (VIAC.O) CBS streaming network in 1974.

The Honors give streaming services new bragging rights that they can use to promote their offerings in the fierce battle for audiences that are abandoning mainstream television and seeking quality entertainment online.

“Ted Lasso” won a total of seven awards for Apple TV +, the streaming service that the iPhone maker launched two years ago. Jason Sudeikis won the award for best comedy actor for his starring role as an optimistic American coach trying to rally a struggling football team in Britain.

Executive producer and co-creator Bill Lawrence, accepting the comedy series award, thanked the Apple team, including “T-Dog,” whom he joked as his nickname for Apple CEO, Tim Cook.

Since its inception, Apple TV + has released dozens of original shows and movies and tries to compete not only with streaming leader Netflix, but also with other major media companies including Walt Disney Co (DIS.N ), AT&T Inc (TN) and Amazon.com Inc (AMZN.O). These companies and others are spending billions of dollars expanding their own streaming services.

Apple hasn’t revealed how many people subscribe to Apple TV +, which only offers original programming, making its menu smaller than its competitors who offer libraries of older TV shows and movies. . Last year he won a supporting actor trophy for the drama “The Morning Show”.

HBO, which is set to be sold by AT&T to Discovery Inc (DISCA.O), had long dominated the Emmys until Netflix cut the party off in 2013 as streaming began to supplant cable subscriptions.

Despite accumulating nominations each year, Netflix had never won an Emmy for a series until Sunday. Alongside “The Crown”, he won Best Limited Series honors for “The Queen’s Gambit”, the story of an orphan girl who becomes a chess champion.

“Thanks to Netflix,†executive producer William Horberg said in accepting the honor of the limited series. “You did the rarest thing of all these days. You took a chance on risky material and trusted the filmmakers.”

HBO network and streaming service HBO Max finished second behind Netflix on Sunday with 19 wins for shows including “Mare of Easttown” and “Hacks.”

Disney’s streaming service, Disney +, has won 13 awards for “WandaVision”, “The Mandalorian” and other programs.

Reporting by Lisa Richwine; Editing by Howard Goller

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