The Emmys overvalued Netflix and undervalued broadcast networks like ABC and CBS, according to a new study

Netflix‘Stranger Things.’
  • Netflix earned the most Emmy nominations of any network this year with 112 nods, breaking HBO’s 17-year streak as the most-nominated network.
  • But Netflix’s record-breaking year at the Emmys is not reflective of the consumer demand it shares in the television industry, according to a new study from Parrot Analytics.
  • The firm estimated the average US audience “demand” for the 11 networks that received more than 15 Emmy nominations this year, and it compared each network’s market share of consumer demand to its share of 2018 Emmy nominations.

Netflix had a record-breaking year for Emmy Award nominations, as the streaming service’s 112 nominations broke a 17-year streak from HBO to become the year’s most-nominated network.

But Netflix’s first-place nominations tally at the Emmys is not reflective of the consumer demand it shares in the television industry, according to a new study from Parrot Analytics.

In the study, the firm estimated the average US audience “demand” for all shows from the 11 networks that received more than 15 Emmy nominations this year, and it compared each network’s market share of consumer demand to its share of 2018 Emmy nominations. Parrot Analytics estimates viewer “demand” for shows by analysing ratings data (where available), social media chatter, blogging, and illegal pirating, among other factors.

The study found that this year’s Emmys are “potentially over-valuing Netflix shows,” when comparing Netflix’s share of nominations to its popularity with consumers.

The study also showed that the Emmys are “under-valuing the US audience demand” for broadcast networks like FOX, ABC, and CBS, when compared to the relatively few nominations each received – though this is likely due to the Television Academy perceiving a lesser quality of show on broadcast networks, since the Emmys are based on artistic merit, not popularity.

Parrot Analytics   Emmy Nominations Evaluations 2018Parrott Analytics

HBO, which came in second place with 108 Emmy nominations, was actually the most over-performing network for this year’s Emmys, according to Parrot Analytics’ metric. The cable network had an 8.9% US demand share and 20.4% share of Emmy nominations, equating to a difference of +11.5%.

Meanwhile, Netflix, which had a larger share of nominations than HBO at 21.4%, and a larger U.S. demand share of 14.1%, had a lesser “over-performance” of 7.3%, meaning that it should have garnered even more nominations than HBO given its popularity.

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