Shifting trends in entertainment awards
Digital studios have also emerged in the last five years as a major force in quality television production of original content. They’re receiving award nominations from the Emmys, Golden Globes, and Screen Actors Guild (SAG). And they’re winning those awards at a much greater rate than their share of total television production would suggest.
Deloitte Risk and Financial Advisory analyzed 922 award nominations and 166 award winners over the past five years for the three awards shows previously mentioned (including the 2018 results for the Golden Globes and SAGs). Our goal? To determine whether digital studios are achieving critical success with their significant production investments in streaming original OTT content for television.
Big hits, small pool
Our analysis indicates that, over the past five years, digital studios have “outperformed” traditional studios by receiving a greater share of nominations than their share of total production. With rapidly increasing production investments and greater critical success, digital studios represent a significant and ever-growing threat to the incumbents.
The success of digital studios with respect to award nominations has been underpinned by five shows that have garnered huge critical success:
- House of Cards
- Orange Is the New Black
- Stranger Things
- The Crown
Traditional studios, in contrast, have a much larger pool of successful shows driving their results. And their top-winning shows—Big Little Lies, Veep, and Breaking Bad—were still the most commonly awarded shows from any studio.
Three studios have consistently stood out as the most critically acclaimed over the past five years:
- HBO, with 24 percent of total nominations and 27 percent of total wins
- FX, with 12 percent of wins and nominations
- Netflix, with 5 percent of nominations and 11 percent of wins
Genre: A laughing matter for digital studios
Comedy and drama are the two key genres of television awards. Deloitte’s analysis of nominations and wins for these categories over the past five years indicates that comedy performs more strongly for digital studios’ original streaming content than drama does. The exception was in 2017, when digital studios’ wins in drama spiked to 44 percent while comedy wins dropped to 8 percent. As of the recent 2018 Golden Globe and SAG awards, results returned to earlier trends, with digital studios achieving a 50 percent win rate in comedy and a lower 23 percent win rate for drama.
Major digital studio deals over the past 18 months with high-profile drama production teams could reverse this trend over time. But that remains to be seen.
Who will grab the spotlight?
Digital studios continue to excel—and most commonly at the SAG Awards, with five-year nomination and win rates well ahead of the overall average across all award shows. At the other end of the spectrum, the Emmys generally haven’t seen the same percentages of nominations and wins for digital studios, and rates have historically fallen behind the overall average during the period we reviewed.
Will the Emmys tell us anything different about industry trends and media disruption? Check back in the fall of 2018 for our newest analysis on who’s grabbing the bigger share of the spotlight.
1 Kevin Westcott, Jeff Loucks, et al., “Digital media trends survey: A new world of choice for digital consumers,” Deloitte Insights, March 19, 2018, Deloitte Development LLC.
3 *Estimated count by FX Networks Research as of 1/2/2018; culled from Nielsen, Online Services, Futon Critic, Wikipedia, Epguides, et al. “Online Services” = Amazon Prime, Crackle, Facebook Watch, Hulu, LouisCk.net, Netflix, Playstation, Seeso, Sundance Now, Vimeo, Yahoo, and YouTube Red. Data excludes library, daytime dramas, one-episode specials, non-English language/English-dubbed, children’s programs, and short-form content (< 15 mins). Includes recently produced imports.