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Sheila Mcguire
September 19, 2018

The 70th annual Emmy Awards aired live from Los Angeles Monday, and it was a big night for the streaming giants.

Last night's Emmy Awards winners may be flying high, but the ceremony itself hit a new all-time low in the ratings.

The dip in viewership follows a recent trend that also affected the Academy Awards and Grammys earlier this year.

2018 Primetime Emmy Awards- Show
Glenn Weiss proposes to Jan Svendsen

According to Deadspin, the Nielsen ratings for the show dropped by a whopping 11 percent from a previous low in 2017.

What's peculiar about the Emmys is that the show now largely functions as a three-hour infomercial for the streaming services and premium cable channels that are putting the bite on broadcast TV's hoary ad-supported business model.

While last year's show was heavy on anti-Donald Trump commentary from the liberal Colbert-and featured a widely panned cameo by ex-White House press secretary Sean Spicer-the 2018 Emmys hosted by Saturday Night Live's Michael Che and Colin Jost largely stayed away from explicit partisan politics.

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The Primetime Emmy Awards annually rotate among the four major broadcast networks. Weiss made the most of his moment in the sun by using his time at the podium to propose to his girlfriend.

During the Primetime telecast, Netflix won 7 Emmys, HBO won 6, Amazon won 5, and FX won 5. Including the unaired categories, the two programmers ended in a dead heat with 23 apiece.

The first awards of the night went to sentimental favorite Henry Winkler - the Fonz himself - for best supporting actor in a comedy for "Barry", and to Alex Borstein for Amazon's "The Marvelous Mrs Maisel".

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Other big winners included FX's The Assassination of Gianni Versace, which won Emmys for best limited series and an acting prize for Darren Criss, who earned rave reviews for his dark turn as the designer's killer Andrew Cunanan.

All told, iSpot estimates that NBC's promos were responsible for generating 24 precent of the overall impressions during the sponsor breaks.

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