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PORTSIDE CULTURE

YOUTUBE SHOWS ARE DETERMINED TO WIN EMMYS, SOONER OR LATER  
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Mary Kate Carr
August 30, 2024
AV Club
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_ YouTube shows didn't get any Emmy nominations this year, but the
platform is plotting how to help creators get mainstream recognition _


Screenshot: First We Feast, YouTube

 

We are closer than ever to a YouTube show winning an Emmy. Well,
not _this _year, when nothing from YouTube is actually nominated.
But YouTube and its variety of up-and-coming stars would like us to
believe the platform is on the precipice of mainstream
validation—and, subsequently, mainstream ad dollars. A new _Wall
Street Journal_
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at YouTube’s strategy to crack awards season, suggesting it’s
“just a matter of time” before a YouTube series takes home the
trophy.

Of course, YouTube’s variety of popular creators would love some of
the money and acclaim afforded to artists and creatives in traditional
media. Typically, though, those creators have to look outside YouTube
to get it. Mr. Beast has a deal with Amazon Prime Video; the
“Skibidi Toilet” guy has been working with Michael Bay
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Sean Evans and his show 
[[link removed]]_Hot Ones_
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of Daytime Emmy nominations just from building a huge audience on
YouTube. The problem is, there is no unified network or studio behind
shows like _Hot Ones_ (or _Chicken Shop Date_, or _Good Mythical
Morning_, or… etc.) to do a big “For Your Consideration” push.
Emmy voters skew older and aren’t necessarily familiar with YouTube
shows, and YouTube “provided some public-relations support for
creators who submitted themselves for Emmy awards this year but
didn’t fund their campaigns,” per _WSJ_. 

But after this year of zero Emmy noms, YouTube got serious and held a
war room to plot its “seed-planting year,” according to
the _WSJ_ report. The company has identified “a list of Emmy
categories that creators may be eligible for next year including
Outstanding Talk Series and Outstanding Structured Reality
Program.” YouTube Chief Business Officer Mary Ellen Coe said,
“They do their own screenwriting, editing, production and it’s
really changing the face of what independent entertainment means. …
They’re independent artists and they don’t have studios advocating
for them.”

There are still a lot of challenges to elevating YouTube content to
mainstream status. Though it’s the most widely-viewed
platform according to Nielsen
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it also hosts thousands upon thousands of videos, so the audience is
highly segmented. Advertisers don’t have the same guarantee of brand
safety paired with a random YouTube video as on a traditional
television network. Still, as long as there’s money to be made,
YouTube, its creators, and its advertisers are going to keep at it.
Don’t be surprised if next year you see Sean Evans at the Emmys. You
can read the full piece here
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* YouTube
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* emmy
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* television
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