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Seeing how technology changes the story creation, production, distribution and marketing from the Emmy Awards
The 69th Emmy Awards recently concluded, and one unexpected winner emerged as a dark horse in the competition. *The Handmaid's Tale*, a show known for its controversial themes and magical realism, took home the prestigious Best Drama award. It also swept multiple categories, including Best Actress, Best Supporting Actress, Best Director, and Best Screenplay—earning five major Emmys in total.
This victory marked a significant defeat for popular TV series that had dominated previous years. The most embarrassing outcome was that *Westworld*, which received 22 nominations, walked away with zero awards, earning it the nickname “the best escort of the year.†Meanwhile, *The Handmaid’s Tale* not only captured the hearts of viewers but also made history by becoming the first streaming service to win Best Drama at the Emmys.
Produced by Hulu, this achievement signaled a major shift in the entertainment industry. Streaming platforms are no longer just competitors—they’re now major players challenging traditional television networks. This year’s Emmy nominations showed that internet-based companies are gaining ground: while Netflix and HBO had a 92-nomination gap last year, that number has shrunk to just 19 this time around.
The U.S., the world’s largest entertainment hub, is undergoing a transformation. Technology is empowering internet companies to challenge long-standing norms in film and television. While they once seemed like outsiders, the past few years have seen a growing clash between traditional media and digital platforms.
Streaming services are changing everything—from content creation and production to distribution and marketing. With on-demand access, personalized recommendations, and cross-platform flexibility, users now have more control than ever over their viewing experience.
So, what does the future of entertainment look like? It’s evolving rapidly, and it’s hard to predict where it will go next. But one thing is clear: streaming media is here to stay.
Streaming media refers to real-time online playback, enabled by video compression and transmission technologies. Unlike traditional cable TV, which offers limited control and high costs, streaming services provide flexibility, allowing users to watch anytime, anywhere, across devices. You can pause, resume, and switch platforms seamlessly, all while receiving tailored content based on your preferences.
Currently, the leading US streaming platforms—Netflix, Amazon, and Hulu—are reshaping the industry. Though they compete with each other, they collectively challenge traditional TV and even the film industry with their innovative approaches.
Data plays a crucial role in this transformation. Take Netflix’s *House of Cards* as an example. When the original script was rejected by traditional studios, Netflix used data analytics to identify a niche audience that would love the show. They found that fans of the BBC version were also into films directed by David Fincher and Kevin Spacey. Using this insight, Netflix created a hit that changed the landscape of TV drama forever.
Beyond television, streaming companies are also disrupting the movie industry. Netflix, for instance, pushed for a "zero window period," meaning new movies could be released simultaneously in theaters and online. This caused controversy, especially with traditional studios and directors like Christopher Nolan, who criticized the move as harmful to cinemas.
However, not all streaming services take such extreme positions. Amazon, for example, has adopted a more balanced approach, working closely with traditional theaters and maintaining a 90-day delay before releasing films online. This strategy has earned praise from industry figures like Nolan, who see it as a more sustainable model.
In addition to content, tech giants like Microsoft, Apple, and Google are investing heavily in the "living room strategy." From smart TVs to voice-activated speakers and VR technology, these companies are trying to dominate the home entertainment space.
As the lines between traditional and digital media continue to blur, one thing is certain: the future of entertainment is being shaped by innovation, data, and user-centric experiences. We're living in a time of rapid change, and the way we consume media is only going to evolve further. Stay tuned—because the next big thing might just come from your living room.