Also nominated in the drama series category were “Breaking Bad,” “The Good Wife,” “Homeland” and “Mad Men.” In comedy series, the other nominees were “30 Rock,” “Modern Family,” “Parks and Recreation” and “Veep.”
While acknowledging that Netflix’s rise is noteworthy, I reject its ties to the narrative of online television for two reasons. First and foremost, it is meaningful that the series Netflix submitted for consideration—which also included Hemlock Grove, and which earned a total of 14 nominations—are in any significant way a departure from traditional forms of television content. House of Cards is a premium cable drama series being distributed by Netflix; Arrested Development is a broadcast comedy turned premium cable comedy being distributed by Netflix. While there is clear innovation in terms of how these shows are reaching audiences, and I’ll acknowledge that Arrested Development’s puzzle-like structure is uniquely suited to that distribution model, we’re still considering series that would be strikingly familiar to Emmy voters.
'House of Cards' could have been on any cable network. Let's see the Emmys nominate something truly outside of the box.
Extreme binge viewing was in full force during the first weekend “Cards” was available to subs, according to data from Procera Networks, which found on one broadband network that about one-quarter of those who watched the first episode motored through all 13 episodes.
Procera won’t identify the ISP because of client confidentiality. But given that the company measures usage across the networks of five of the top 10 cable operators and three of the top 5 DSL operators in North America, Procera has as good a glimpse of audience behavior as there is to get outside of Netflix’s HQ.
By Procera’s yardstick, just over 2% of Netflix subs on the network watched the first episode of “Cards,” a number that fell to 1.3% for the second episode. By the 13th episode, .59% was still hanging on.
Netflix has 30 million subscribers, so if these numbers are to be believed 600,000 watched the first episode and 177,000 made it to the end.
For comparison, 600K is on par with an episode of ‘Treme’ on HBO.
Now of course, these numbers are kind of irrelevant to Netflix because people are going to continue to watch the series and find the series anew indefinitely.