The awards nominations for the 2021 Primetime Emmys have been announced today and Apple TV+ is leading the Comedy categories thanks to heartwarming hit Ted Lasso.
Ted Lasso’s performance at the Emmys mirrors the success the comedy has seen at other high-profile awards shows including winning a Peabody Award and a Golden Globe for Best Comedy Series.
Last year, Apple received 18 Primetime Emmy nominations in total thanks in large part to its flagship drama series The Morning Show. It went on to secure one win for Billy Crudup’s supporting actor performance in The Morning Show. This year, we’ll have to wait until the official Emmy’s ceremony on 20 September to see if Apple TV+ converts any of its 2021 nominations into award wins.
Notably, The Morning Show was not eligible for this year’s Emmy because its season two release was delayed due to the pandemic. (Season two starts September 17, so naturally Apple will be hoping for a strong reception in next year’s award season.)
We’ll see if Apple collects any wins for its nominations at the Emmy’s ceremony on 20 September.
As an upstart service focused on exclusives and no catalog content, Apple TV+ has aggressively campaigned for awards recognition with its slate of premium originals. It is hoping to establish itself as a front-running streaming service with prestige to attract top Hollywood talent, and ultimately drive consumer adoption of TV+ with millions of subscribers.
To date, Apple has succeeded on the first part of that aim and it has dozens of titles in production featuring high-profile actors and directors. However, it remains unclear exactly how many people are watching Apple TV+ shows … especially as the lengthy free trial periods are now expiring.
Apple has not released firm number on its total subscribers or viewing figures for any of its content. However, it seems pretty obvious that the company’s biggest success so far has been Ted Lasso, which has become somewhat of a worldwide phenomenon. Season two of Ted Lasso kicks off in a little over a week’s time, with the first episode of the new season premiering on July 23rd.