At last year's Emmys, the biggest buzz of the night wasn't reserved for traditional networks. Netflix and Amazon dominated the nominations, with 34 and 12, respectively. Shows like "Transparent," "Orange is the New Black" and "House of Cards" took center stage.
The phenomenon of binge watching isn't just changing the way we watch TV. It may be opening up the door for smaller and nontraditional networks to take home prestigious awards.
This year's nominations are being announced at 11:30 a.m. ET Thursday.
"These are programs that exist on services on demand," said Sam Toles, vice president of global content for Vimeo. "You can tune into them and engage with them at your leisure. It isn't dictated by 'You have to tune in at such and such a time and place,' hunting and pecking at this environment of content. It's making discovery easier."
More people are watching new shows when they want, making them more excited to talk about these shows with their friends, Toles said.
That word of mouth marketing can be more effective than any "For Your Consideration" ad campaigns run to get attention from Academy of Television Arts & Sciences members who vote for nominees. If everyone is talking about it, they're more likely to want to watch the shows, too.
"Binge watching gave these new programs more attention than they would have gotten in a quicker way," said Josh Engroff, chief digital media officer for Kirshenbaum Bond Senecal & Partners' media agency The Media Kitchen.