Margaret Atwood’s dystopian drama was the big winner for the streaming service
A dystopian television program is sending Hulu execs to paradise.
After being shut out at last year’s Primetime Emmy awards, the streaming platform finally nabbed its major winged statuettes. Lead actress Elizabeth Moss took home the outstanding actress in a drama series prize, while it also named the best TV program in the drama category.
Other wins came courtesy of Bruce Miller, Reed Morano and Ann Dowd. Miller first read Margaret Atwood’s “The Handmaid’s Tale” while in college, and won the Emmy for writing in a drama series thanks to his work on the series’ pilot episode. He beat out scribes for “The Americans,” “The Crown,” “Better Call Saul,” “Stranger Things” and “Westworld.”
Meanwhile, “Law & Order” veteran Dowd also received a best supporting actress in a drama series award for her role as Aunt Lydia. Among those she triumphed over was fellow cast mate, Samira Wiley. Morano, the pilot’s 40-year-old director, also took home a statuette for best director of a drama series.
Hulu is not the first streaming-first website to take home a major entertainment award. Competitors like Amazon Video and Netflix have been heralded at the Academy Awards. But Hulu is notably smaller and only recently got into original programming, for which it has a budget of about $2.5 billion. According to comScore, Hulu is available in 17% of American households with wifi access. By contrast, Netflix has a 75% market share, with YouTube and Amazon trailing at 53% and 33% respectively.
Hulu also got to an outstanding series accolade ahead of Netflix, whose “Stranger Things” was also a contender in the drama category. The former streaming service is owned by five media conglomerates including 21st Century Fox, which shares common ownership with Moneyish publisher Dow Jones.
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“The currency that will put any content provider on the map and create instant credibility is an Emmy win and for Hulu this is particularly important given their position in the marketplace, says Paul Dergarabedian, senior media analyst at comScore. “This makes them more of a player on every front and shows the power of an Emmy win to bolster credibility and put you immediately in the club with the big shots in the small screen content space.”
There were early signs that Hulu would be a bigger threat to its streaming rivals and traditional competitors like the cable and broadcast networks. At last weekend’s Creative Emmy Awards, traditionally a scene setter for the primetime show, it picked up five nods. Among them were three for “The Handmaid’s Tale,” including best guest actress for Alexis Bledel and two for a Beatles documentary.
Hulu was nominated for 18 primetime Emmys this year.
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