Dive Brief:
- The Emmy Award changed the rules for its short-form category to include streaming platforms like YouTube.
- The short-form category now includes comedy or drama; variety; reality/non-fiction; and animation sub-categories for shows that have at least six episodes averaging 15 minutes or less and shown on traditional TV as well as the internet.
- Television Academy Chairman and CEO Bruce Rosenblum said the changes recognize that "our industry is aggressively, quickly and creatively evolving the various ways episodic stories are told."
Dive Insight:
"Our Board of Governors felt that this expansion of short form categories begins the process of ensuring that Emmy-worthy creativity will be rewarded, irrespective of format or platform," Rosenblum said in a new release. He told Variety, “What was clear to the governors is that there is a rapid acceleration in the volume of terrific creative work being done by our members in the space.
Previously, streaming services have qualified for Emmy nominations because they all offer 30- and 60- minute episodes, but giving short-form video produced with smaller budgets and often featuring a new breed of social media star is a step that validates the format.
While the impact of the new award is yet to be seen, it’s not unlikely that social media stars that marketers tap for influencer campaigns will see a boost in their value and sponsorship rates with an Emmy award in hand. Recent research from eMarketer found 67% of respondents reported using influencers for content promotion and 59% reported using influencer marketing tactics for product launches and content creation.