Apple TV took a big bite out of the Emmy nominations this year, earning 89 in total, which put the streamer only behind HBO Max and Netflix.
It’s an impressive turn of events for Apple TV, which had mixed results when it launched in 2019. This week on Little Gold Men, we take a look at how Apple TV has shifted its strategy over the years to cultivate a crop of prestige TV shows that are both audience hits and Emmy darlings, including Shrinking, Pluribus, Slow Horses, Margo’s Got Money Troubles, and Widow’s Bay.
Widow’s Bay was the biggest surprise of nomination morning because the new series, which stars Matthew Rhys as a New England mayor trying to boost tourism on his (creepy) island, debuted late in the season and is a unique genre mash-up of horror and comedy. But the show got 19 nominations, the third-most of any series.
It’s also a great example of how Apple TV has transformed its strategy over the years. When it debuted, Apple TV (which back then had a plus sign at the end of its name) trotted out a ton of stars who would be featured in its new shows and films, like Jennifer Aniston, Jason Momoa, and Oprah Winfrey. But many of the shows, other than The Morning Show, fell flat with audiences. Over the years, the streamer has instead been focusing on working with creatives who have boundary-pushing concepts, like Ben Stiller’s Severance or Seth Rogen’s The Studio. The shows may seem like bigger gambles on paper, but when they work, they earn acclaim.
“These are all shows that are incredibly idiosyncratic and have a really, really strong vision,” says Vanity Fair special correspondent Joy Press. “They have actors that we recognize, but they’re not the biggest stars in the universe. But they have a very strong voice behind them.”
Listen on below to hear more about how Apple TV has pulled off this feat—and what challenges may still lie ahead for the streamer.
