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Monday Monday: Netflix’s Emmy Successes & Brand Voice Control

Posted Jul 16, 2018

It’s not a secret that users of video content love streaming video. This year, Netflix received more Emmy nominations that HBO, dethroning the 17-year leader in the TV awards game with a staggering 112 nominations. On the other side of the consumer device coin, major players outside of voice assistant first parties like Amazon, Google, and Apple are boosting their integration options. Read all about it in this week’s Mobile Monday!

A Voice Assistant Revolution
Gene Simmons once said in an interview “Anything that can have KISS on it, should have KISS on it,” and it seems that approach to ubiquity is one Amazon and Google have taken to heart when it comes to getting their voice assistants out there. With the latest sets from Sharp, Sony, and Philips coming with Google Assistant built in, and Hisense, LG, and Sony (yes, again) announcing Alexa support earlier this year, it’s clear major brands are embracing voice assistance as a real feature.

This desire to embrace voice-control lines up nicely with consumer interest in using voice assistants. According to Walker-Sands, almost 40 percent of US consumers said that they would like to see hands-free voice activation in their TVs.

That’s not even starting to consider the number of Alexa-enabled devices for consumers to take advantage of in their vehicles. 

Apple’s Siri, however, lags behind, both in adoption and accuracy. Even though iPhone owners are more likely to own a smart speaker than non-iPhone owners, it’s almost certainly not an Apple HomePod. According to Consumer Intelligence Research Partners, just 2% of Apple customers own a HomePod.

Netflix’s Emmy Victories
What are users controlling using their voices on all those smart TVs? Probably Netflix. And Netflix is loving the attention it receives.

While it once relied on others’ content, Netflix Originals like GLOW and Unbreakable Kimmy Schmidt, The Crown, and Stranger Things have netted the streaming giant 112 nominations in this year’s Emmy Awards, more than HBO, who haven’t been beaten in almost two decades. Netflix’s flexible viewing possibilities, binge-ability, and zero ad breaks have given their shows creative freedom that networks just can’t match — ABC, NBC, CBS, and Fox together netted 159 nominations combined.

Emmy Statue

Hulu received 27 nominations, and Amazon Prime 22.

While Netflix users tend to sign up on mobile thanks to the company’s strong user-acquisition campaigns, they tend to shift to TV usage for much of their viewing after six months, so it’s clearly not ALL about viewing on the go. While users may sign up to watch every episode of Friends ever (Ross and Rachel were absolutely on a break, by the way) during their commute or lunch breaks, the quality of the company’s original productions may drive users to their couches.


About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.

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