How the Emmys® drew 4 million views for a single moment using Grabyo
The Television Academy used Grabyo’s live clipping tools to deliver every highlight of the 73rd Emmys in real-time to social media
For the 73rd Emmy(R) Awards, the Television Academy, using Grabyo’s live clipping and publishing tools, harnessed the power of a single moment to connect with millions of viewers across the world on social media.
The 2021 Emmys saw a huge 23% increase in linear TV viewership from its 2020 edition, reaching over 7.4 millions viewers across [network(s)].
However, one of the Academy’s biggest successes was leveraging its social channels to expand its reach. The stand-out moment of the show was Kate Winslet’s win in the Lead Actress in a Limited or Anthology Series or Movie category, for her role in Mare of Easttown. The clip reached 4 million cumulative views across all social media platforms.
The Academy has a long-running relationship with Grabyo which has enabled the Emmys to capitalize on its biggest moments, serving them to audiences across the world in a matter of seconds.
This strategy makes the Emmys a truly global event. It allows its audiences to feel like they are present for the moments that matter.
Grabyo’s cloud-native live clipping and editing platform enables the Academy’s social team to clip, edit and distribute video content rapidly, to every platform at once. This agility negates the unpredictability of live events – no matter what happens, social teams can respond quickly to create engaging content.
For Kate Winslet’s win, the actress gave an emotional speech about her fellow nominees, crew, and family which made for a heartwarming clip that resonated with people all over the world. The Academy social team was the first to share the clip, resulting in millions of views and engagements.
The Emmys digital team was also able to capture multiple special moments throughout the evening with a clip of actress Awkwafina addressing the crowd reaching 1.2MM cumulative views, and the moment The Queen’s Gambit was recognized in the Limited Series category gaining 1MM cumulative views. In addition, the clip of Michaela Coel’s win for Writing for a Limited or Anthology Series or Movie captured 331,000 views on YouTube.
“The Emmys is the year’s biggest night for the Television industry, and Grabyo allowed us to clip and share these great moments from the telecast as quickly as possible, bringing the Emmys to life for millions of fans,” said Angel Thompson, Director, Video Production for the the Television Academy. “Without Grabyo’s tools we could not make such an impact.”
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