The Primetime Emmy Awards have traditionally celebrated excellence in what we might call “television” – but the term “TV” has since become inadequate to fully appreciate the achievements made over the past year. In fact, as the official Emmy website proclaims, the Emmys celebrate “excellence within various areas of television and emerging media.” As programming continues to evolve in the digital age, the boundaries of where fans watch and interact with their culture will continuously change as well. Nowhere has this trend been more powerful than on YouTube, where the experience doesn’t end with the conclusion of the most recent episode. Rather, it is merely a launching point for something much bigger. Fans on YouTube gather to watch and reupload their favorite scenes, review episodes, discuss future storyline theories, create parodies, and follow the cast behind the scenes and into the real world. With 100 hours of video being uploaded to YouTube every minute, measuring the true scope of fan culture surrounding a show can be a daunting task. This is where ZEFR steps in. This report takes a look at the YouTube-wide view count – including official and fan uploads – of all nominees for 6 of the top Emmy categories. While it is not intended to predict Emmy results with 100% accuracy, it does offer insight into how fans are engaging and interacting with their favorite shows and performers.

The data accounts for videos uploaded on or after June 1, 2012, the beginning of the 2013 Emmy Awards eligibility period, up through September 17, 2013. Initial searches for each show targeted all of the main cast and characters, as well as other show specific keywords. Numbers marked as "Official" were pulled directly from any relevant network YouTube channels, including any official show channels.

(IF THE EMMYS WERE DECIDED BY FAN ENGAGEMENT & POPULARITY)

The 2013YOUTUBE PREDICTSEmmyWinners

Emmys Report

LEAD ACTOR

KEVIN SPACEY

JEFF DANIELS

HUGH BONNEVILLE

DAMIAN LEWIS

JOHN HAMM

35M 30M 25M 20M 15M 10M 5M

Y O U T U B E V I E W S

28 MILLION+

2.5 MILLION+

3 MILLION+

7.4 MILLION+

4.5 MILLON+

16 MILLION+

LEAD ACTRESS

5M 10M 15M 20M 25M 30M 35M

MOST VIEWS

ROBIN WRIGHT

VERA FARMIGA

MICHELLE DOCKERY

CLAIRE DANES

ELISABETH MOSS

CONNIE BRITTON

KERRY WASHINGTON

2.6 MILLION+

2.5 MILLION+

3 MILLION+

1 MILLION+

5.5 MILLION+

18 MILLION+

5.6 MILLION+

Y O U T U B E V I E W S

MOST VIEWS

THE NEWSROOM

DOWNTON ABBEY

HOMELAND

HOUSE OF CARDS

MAD MEN

BREAKING BAD

NASHVILLE

SCANDAL

HOUSE OF CARDS

HOMELAND

DOWNTON ABBEY

BATES MOTEL

MAD MEN

BRYAN CRANSTON

TOTAL # OF

OUTSTANDING DRAMA SERIESBryan Cranston easily takes home the prize for most views and social actions among candidates for Leading Actor in a Drama Series (we swear that his Walter White character didn’t scare us in to skewing the results). With over 28 million YouTube-wide views, he outpaces every actor and actress nominee in the category. Kerry Washington leads the pack in the actress category, tallying over 18 million views and 187 thousand social actions for her role in Scandal.

77K+38K+

11K+

157K+

282K+

HUGH BONNEVILLE

JEFFDANIELS

JON HAMM

KEVIN SPACEY

DAMIAN LEWIS

BRYANCRANSTON

ELISABETHMOSS

MICHELLEDOCKERY

ROBINWRIGHT

CONNIEBRITTON

CLAIREDANES

VERAFARMIGA KERRY

WASHINGTON

50K

100K

150K

200K

250K

300K

FAN ENGAGEMENT

121K+

4.8K+ 13K+ 14K+ 29K+ 32K+

95K+

187K+

Data for the individual actors and actresses accounts for the same 6/1/12-9/17/13 time frame. Starting with a broad, top-level search of their full names, the data was then vetted to take account for any major film content that might skew the results.

Emmys Report 2013

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The total number of likes, dislikes and comments across all content on YouTube for a particular show

20M

40M

60M

80M

100M

120M

DOWNTON ABBEY

GAME OFTHRONES

HOMELAND HOUSE OFCARDS

MAD MENBREAKING BAD

TOTAL:104M+

MOST VIEWS OVERALL

OFFICIAL VIEWS

FAN VIEWS276 MILLION

OUTSTANDING DRAMA SERIES

Y O U T U B E V I E W S

FAN ENGAGEMENT

TOTAL:23M+TOTAL:13M+ TOTAL:8M+

TOTAL:9M+

Official Views = # of views in the official show channel on YouTube Fan Views = # of views generated from fan uploads

YouTube viewers have left no doubt as to what their favorite drama series is: Game of Thrones has enjoyed more YouTube views than the other 5 Emmy nominees combined. The show is also dominant in fan engagement. Game of Thrones’ 5.9 million social actions is more than any other Emmy nominated show across all categories.

TOTAL # OF

HOUSE of CARDS DOWNTON ABBEY HOMELAND MAD MEN BREAKING BAD

212,000+ 252,000+ 450,000+ 909,000+ 1.7 MILLION+5.9 MILLION+

Emmys Report 2013

GAME OF THRONES

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AMY POEHLERTINA FEY30 ROCK

VEEP

NURSE JACKIE

GIRLS

ENLIGHTENEDLAURA DERN

LENA DUNHAM

EDIE FALCO

JULIA LOUIS-DREYFUS

JASON BATEMAN

Y O U T U B E V I E W S LEAD ACTRESSY O U T U B E V I E W S

JIM PARSONS

MATT LeBLANC

DON CHEADLE

LOUIS C.K.

47 MILLION+

7.7 MILLION+

1.5 MILLION+

11 MILLION+

14 MILLION+

16 MILLION+

ALEC BALDWIN

LEAD ACTOR

5M 10M 15M 20M 25M

50M 40M 30M 20M 10M

9.8 MILLION+

10 MILLION+

3.5 MILLION+

19.9 MILLION+

19.2 MILLION+

366,000+

MOST VIEWS

MOST VIEWS

PARKS & RECREATION

ARRESTED DEVELOPMENT

THE BIG BANG THEORY

EPISODES

HOUSE OF LIES

30 ROCK

LOUIE

TOTAL # OF

DONCHEADLE

OUTSTANDING COMEDY SERIESA Saturday Night Live theme dominates this category as Alec Baldwin leads the way in the actor category for his role in 30 Rock, an SNL-themed show. Meanwhile, on the actress side, Baldwin’s 30 Rock cohort and ex-SNL’r Tina Fey, along with her former SNL Weekend Update co-anchor, Amy Poehler, are neck and neck in total views and total fan engagement. This is the only category with a split decision: Poehler just barely wins on views while Fey takes the prize for most fan engagement.

FAN ENGAGEMENT

213K+

111K+

63K+53K+49K+10K+

ALECBALDWIN

LOUISC.K.

MATTLeBLANC

JIMPARSONS

JASONBATEMAN

TINAFEY

AMY POEHLER

LENADUNHAM

LAURADERN

JULIALOUIS-DREYFUS

EDIEFALCO

183K+170K+

112K+

38K+27K+2K+

50K

100K

150K

200K

250K

Emmys Report 2013

Data for the individual actors and actresses accounts for the same 6/1/12-9/17/13 time frame. Starting with a broad, top-level search of their full names, the data was then vetted to take account for any major film content that might skew the results.

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OFFICIAL VIEWS

FAN VIEWS

FAN ENGAGEMENT

Y O U T U B E V I E W S

10M

20M

30M

40M

50M

60M

70M

80M

GIRLS LOUIE MODERN FAMILY

VEEP 30 ROCKTHE BIG BANGTHEORY

MOST VIEWS OVERALL111 MILLION

TOTAL:12.2M+TOTAL:2M+

TOTAL:12M+

TOTAL:1.5M+

TOTAL:12.6M+

The total number of likes, dislikes and comments across all content on YouTube for a particular show

Official Views = # of views in the official show channel on YouTube Fan Views = # of views generated from fan uploads

The Big Bang Theory scored big among YouTube viewers, tallying over 111 million views. While 88 million fan uploaded views certainly helped its cause, The Big Bang Theory also scored more official views than its competitors. Girls was the only other nominee to generate more than 1 million official views.

TOTAL # OF

OUTSTANDING COMEDY SERIES

VEEP LOUIE GIRLS MODERN FAMILY 30 ROCK

6,000+ 17,000+ 62,000+ 81,000+ 102,000+

BIG BANG THEORY

927,000+

Emmys Report 2013

About ZEFR

ZEFR is the leading decision-making platform for brand and content management on YouTube. ZEFR provides technology solutions for the biggest content owners and brands on YouTube. ZEFR started as a Rights Management and Monetization platform and has since bolstered its offerings to include Channel Management and Tune-in, and most recently BrandID. For questions about any of our offerings or the data in this report, please contact us at info@ZEFR.com or visit us at www.ZEFR.com

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