HBO won Emmys night, but the future belongs to streaming platforms

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Last night’s Emmy Awards was nothing new. HBO, Amazon, and Netflix took home many awards at TV’s most prestigious event. Yet the most interesting part of the evening wasn’t necessarily who won, but the commercials for major streaming services that played between acceptance speeches, a signal of how stretched out TV is about to become.

The ads were louder this year. The Emmys, airing this year on Fox, were full of commercial spots for Apple TV Plus, Disney+, Amazon Prime Video, Hulu, and Netflix. There were a few scattered promotions for standard broadcast networks, including commercials for new series like Prodigal Son and network favorites like The Masked Singer, but it was a streaming service’s world. Apple used the Emmys evening to p…

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