NEW YORK — Apple TV+ is hoping people will make a dent in the Strategic Popcorn Reserve by bingeing its streaming TV and movies for free this weekend in what experts are calling a canny promotion.
The two-day offer this Saturday and Sunday is intended to give viewers a taste of what’s behind the Apple paywall and get them hooked, ready to fork over $9.99 a month in the U.S.
Michael D. Smith, a professor of information technology and public policy at Carnegie Mellon University, said the two-day window is not too short to ignore and not too long to satisfy all demand.
“This is not ‘I’m going to let you binge-watch this over the course of three or four days or a week or a couple weeks and then maybe you won’t subscribe next month,’” he said. “This is, ‘I’m giving you two days to explore my catalog. And I’m hoping that you’re going to find something in there that maybe you’ll binge. Maybe you’ll have time to binge the first six episodes, but it’s so cool you’ve got to come back and you’re going to be willing to subscribe to come back.’”
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The two-day offer this Saturday and Sunday is intended to give viewers a taste of what’s behind the Apple paywall and get them hooked, ready to fork over $9.99 a month in the U.S.
While entertainment companies often use promotions and discounts to lure new customers, Apple TV+’s pitch has no catches, like entering personal info or credit card numbers. All you need is an Apple ID, which is free and many people already have from the days of 99-cent song downloads.
What can you see behind the paywall? The Emmy-winning “Ted Lasso” and “The Morning Show” and other buzzy series like “Silo,” “Shrinking,” “Severance,” “Bad Sisters,” “Slow Horses,” “Disclaimer” and “Presumed Innocent.”
Movies include “Fly Me to the Moon,” “The Instigators,” “Spirited,” “Ghosted,” “Argylle,” Palmer,” “Napoleon” and “Killers of the Flower Moon.”
Smith suspects that by the end of the weekend, Apple will have lots of data to sharpen its approach to new customers and returning ones, like himself. Apple will learn, for example, what genres are hot, which shows attract viewers and how long people spend watching.
Smith said he'll log in to watch “Ted Lasso” with his son but he also wants to check out “Severance” with his daughter. Two days likely won't be enough to watch both to the end.
“It’s kind of like a mall, right? I’ve got an anchor tenant. For me, it’s ‘Ted Lasso.’ That gets me to the mall. And once I’m at the mall, I’m going to wander around and discover some other stuff there. And they’re hoping that the two days isn’t long enough for me to shop,” he said. “My guess it's going to pay off.”
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There is some evidence that long bingeing windows don’t help streamers build customers. A 2020 study by Miguel Godinho de Matos and Pedro Ferreira for the Initiative for Digital Entertainment Analytics at Carnegie Mellon found that binge-watching over several weeks reduces the post-trial likelihood of paid subscriptions.
Apple's weekend deal is clearly an attempt to shake up its numbers. As of October 2024, it had an estimated 25 million subscribers, making it the eighth most popular streaming service by subscribers. Netflix, at No. 1, has 282.7 million.
“Apple TV+ never really truly took off, even though they do have a series of really high-quality TV shows,” Bo “Bobby” Zhou, a business professor at the University of Maryland, said. “They are trying to offer a promotional period to let a wider viewer base sample their content in the hope that some of them will be converted.”
Other streamers also are offering deals, like Hulu's free 30-day trial, Starz's $2-a-month plan or Peacock's three-month trial for Samsung Galaxy owners.
The Duchess of Sussex has given the world a first look at her new lifestyle series on Netflix. She appears smiling and relaxed in the online trailer for With Love, Meghan, which includes a clip of her being hugged by the Duke of Sussex.
If viewers miss the Apple TV+ weekend offer, the streamer already has a free 7-day trial promotion going. It has lots of other offers through Target, Best Buy, Samsung and for buyers of Apple devices, too.
Jared Newman, a technology journalist who publishes the newsletter Cord Cutter Weekly, said the promotion seems to be part of a big push by Apple to boost its subscribers. The streamer recently agreed to be distributed through Amazon and there are signals it may want to experiment with an ad-supported tier.
“They really need to get their numbers up and need to get more people on board whatever way possible,” he said. “It may be just another way to test the waters of who would access their service if they didn’t have to pay for it.”
Zhou has seen the industry change from single paid downloads to unlimited access to subscribers and anticipates a future with different tiers of subscribers — say, one free episode for nonsubscribers and a full season for diehard fans. Anything to get some buzz.
“I think the battle amongst tech giants is all about content differentiation,” he said. “'How can I capture consumers' attention?' Because attention is the most valuable asset of anyone.”
The 25 TV shows with the most Emmy wins of all time
The 25 TV shows with the most Emmy wins of all time
Television has existed for nearly a century, and it's since become an instrumental part of American life. According to the Bureau of Labor Statistics' American Time Use Survey, nearly 3 in 4 (74%) Americans watch television daily as of 2023, with the average American spending two hours and 40 minutes of their day in front of the "idiot box."
Many Americans watch TV to keep up with the news, while others root for their favorite sports teams. For almost as long as there's been broadcast television, however, there has been programming—from scripted dramas to comedies and documentary series—to entertain and inform viewers. These programs are recognized chiefly by the Emmy Awards, which the Television Academy has given out yearly since 1949. Though Regional and Daytime Emmys are awarded to shows that meet those respective requirements, the most cultural discussion takes place around the Primetime and Creative Arts Emmys, which highlight outstanding achievements in the most-watched television programs.
The Primetime Emmys recognize overall series quality, lead and supporting acting, directing, and writing, among other categories. The Creative Arts Emmy awards achievements in more technical fields, such as costumes, makeup, and special effects, as well as alternative programming like docuseries and variety specials. An Emmy win is a lifelong goal for many Hollywood stars and creators, forming the "E" in "EGOT" (winning an Emmy, Grammy, Oscar, and Tony).
To celebrate the most Emmy-awarded television shows of all time, Stacker rounded up the top 25 using the Emmys database and other sources. All drama, comedy, competition, variety, reality, and limited series were considered. Shows were ranked by their number of Emmy wins, with ties broken by the number of nominations. The list includes nominations for the 2024 Emmys, but those winners won't be announced until the Sept. 15 ceremony.
Looking at the following list, it's clear to see several distinct eras emerging, from the long-running sitcoms of the '80s and '90s to the new golden age of television ushered in by "The Sopranos" and other premium programming. As streaming services like Apple TV+, Netflix, Disney+, and Amazon Prime Video join HBO in spending exorbitant sums on new content, it remains to be seen where television will go in the coming years. But many of us—about three-quarters, according to Bureau of Labor Statistics data—will surely be sticking around to watch!
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#25. 'Murphy Brown' (1988–1998, 2018)
- Wins: 18
- Nominations: 62
"Murphy Brown" was a mainstay in American dens between 1988 and 1998, airing 247 episodes over that decade. The CBS sitcom focused on the titular character's life as an investigative journalist, news anchor, and later, controversially, a single mother.
Candice Bergen, who played Murphy Brown, won the Emmy for Best Lead Actress in a Comedy Series five times. The show also won two Best Comedy Series Emmys and took home awards for guest acting, writing, directing, editing, and costuming. The series was revived in 2018 but got the axe after a single season.
#24. 'Will & Grace' (1998–2006, 2017–2020)
- Wins: 18
- Nominations: 96
Like "Murphy Brown," Eric McCormack's Will Truman and Debra Messing's Grace Adler returned to TV screens after a long hiatus in the late 2010s. But unlike the "Murphy Brown" revival, NBC's "Will & Grace" reboot lasted three seasons.
The sitcom revolved around the friendship of its titular characters, Will, a gay lawyer, and Grace, a straight interior designer. The show was notable for including a principal LGBTQ+ character, though not all depictions aged well. "Will & Grace" won the 2000 Emmy for Best Comedy Series, along with awards for McCormack, Messing, and supporting castmates Sean Hayes and Megan Mullally, who played dynamic duo Jack McFarland and Karen Walker.
#23. 'Succession' (2018–2023)
- Wins: 19
- Nominations: 75
HBO's "Succession" didn't reinvent the wheel with its premise of wealthy patriarch Logan Roy (Brian Cox) with failing health deciding to leave his children and other family members vying for power within his global media conglomerate. Even so, the dark comedy delivered with biting dialogue and incredible performances from its ensemble cast, including Alan Ruck as eldest Connor, Jeremy Strong as power-hungry Kendall, Kieran Culkin as cocky Roman, Sarah Snook as savvy Shiv, and Nicholas Braun as the bumbling Cousin Greg.
The series won Best Drama Series for two of its four seasons, as well as writing, directing, and casting Emmys and lead acting awards for Culkin and Snook.
#19. 'NYPD Blue' (1993–2005)
- Wins: 20
- Nominations: 84
The police procedural is an established TV genre, from the long-running "NCIS" and "Law & Order" franchises to more recent hits like "Brooklyn Nine-Nine" and "Blue Bloods." But "NYPD Blue" ranks among the most beloved, earning critical acclaim spanning its 12 seasons on ABC. In 2013, Variety lamented that broadcast television "lost its edge" after the cancellation of "NYPD Blue," and the series consistently ranks on lists of the best series of all time.
"NYPD Blue" racked up 20 Emmy wins for writing, directing, casting, editing, and art direction, taking home the trophy for Outstanding Drama Series in 1995. Though the show saw multiple actors take on leading roles, including Amy Brenneman and Jimmy Smits, the best of the best was Dennis Franz, who won four Lead Actor Emmys for his portrayal of Det. Andy Sipowicz.
#17. 'The Sopranos' (1999–2007)
- Wins: 21
- Nominations: 112
Few television shows have had as transformative an impact on the entertainment industry as "The Sopranos," which established HBO as a dominating force in culture over its six seasons. Starring James Gandolfini as Tony Soprano, a mob boss balancing the demands of his particular line of work with his obligations to his family, "The Sopranos" was named the best-written TV show of all time by the Writers Guild of America and the best television show of all time by TV Guide and Rolling Stone.
"The Sopranos" won Emmy awards for writing, casting, editing, and makeup, and took home the Outstanding Drama Series trophy in 2004 and 2007. Many stars of the series also won Emmys: Drea de Matteo (as Adriana La Cerva), Michael Imperioli (as Christopher Moltisanti), and Joe Pantoliano (as Ralph Cifaretto) all earned supporting acting awards, while Gandolfini and Edie Falco (as Carmela Soprano, Tony's wife) each won three lead acting Emmys.
#16. 'Dancing with the Stars' (2005–present)
- Wins: 21
- Nominations: 124
One of two reality shows on this list, "Dancing with the Stars" premiered on ABC in 2005 and has aired yearly since then. On the American adaptation of the British TV show "Strictly Come Dancing," each season sees a celebrity paired up with a professional dancer. Pairs are eliminated by combining the lowest audience votes and judges' scores until only one pair stands. Past series winners have included professional athletes like NBA all-star Iman Shumpert and Olympic gymnast Laurie Hernandez and pop icons from Donny Osmond to Drew Lachey.
Over the course of more than 30 seasons, "Dancing with the Stars" has earned Emmy wins for lighting design, technical direction, and choreography, with pros-turned-judges like siblings Derek and Julianne Hough taking home trophies in the latter category.
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#14. 'The Marvelous Mrs. Maisel' (2017–2023)
- Wins: 22
- Nominations: 80
TV creator Amy Sherman-Palladino had previously found success with audiences via her beloved series "Gilmore Girls" and "Bunheads," but it wasn't until "The Marvelous Mrs. Maisel" debuted on Amazon Prime Video that she had a bona fide critical smash on her hands.
The series, about a young 1950s housewife who unexpectedly breaks through as a stand-up comedian, helped Sherman-Palladino make history. In 2018, she won the writing and directing Emmys for a comedy series, becoming the first woman ever to do so. "The Marvelous Mrs. Maisel" also won Outstanding Comedy Series that same year. The show's stars, Rachel Brosnahan (as the titular Midge Maisel) and Alex Borstein (as her manager, Susie Myerson), took home Emmys gold in 2018 as well, marking the start of a hot streak for the series.
#13. 'Modern Family' (2009–2020)
- Wins: 22
- Nominations: 85
"Modern Family" presented three types of families: one nuclear, one stepfamily, and one with same-gender parents. The ABC sitcom, which used a mockumentary style of storytelling that had become successful with "The Office," garnered critical acclaim. It won 22 Emmys for acting, directing, writing, sound mixing, and casting, and it received the Outstanding Comedy Series award five years in a row from 2010 to 2014.
But as its 11-season run went on, audiences grew tired of the show's Emmys streak, which included two awards each for Ty Burrell (as Phil Dunphy), Julie Bowen (as Claire Dunphy), and Eric Stonestreet (as Cam Tucker). Toward the end of the series, these accolades turned to backlash, with TV watchers cheering when "Modern Family" wasn't nominated in the Outstanding Comedy Series category for the first time in 2018.
#12. 'The Daily Show with Jon Stewart' (1999–2015)
- Wins: 23
- Nominations: 60
"The Daily Show" has had three hosts throughout its run on Comedy Central: Craig Kilborn, Jon Stewart, and Trevor Noah. But the show won 22 of its 23 Emmys during Stewart's tenure as the sardonic, wise-cracking host of the political satire show. (Stewart's successor, Noah, earned an additional 17 Emmy nominations as host, winning one for Outstanding Talk Series in 2023.)
Stewart's "The Daily Show" helped launch the careers of correspondents like Steve Carell, Stephen Colbert, John Oliver, and Samantha Bee, and won nearly two dozen Emmys. The series took home the Outstanding Variety Series Emmy for 10 consecutive years between 2003 and 2012. Nearly a decade after walking away from "The Daily Show," Stewart returned to the series as a part-time host in 2024 to cover the election cycle.
#11. 'ER' (1994–2009)
- Wins: 23
- Nominations: 124
TV's counterpart to the police procedural is the medical drama, of which there have been countless iterations and new spins. But "ER" is one of the greatest and longest-lasting. The NBC series' 15 seasons make it the second-longest-running prime time medical drama—surpassed only by "Grey's Anatomy"—in the U.S.
"ER" helped catapult the career of George Clooney, who received two Emmy nominations for Outstanding Lead Actor for his work on the show. Surprisingly, the only acting Emmys the show can claim are two guest acting awards: one for Sally Field in 2001 and another for Ray Liotta in 2005. All told, "ER" won 23 Emmys, taking home the Outstanding Drama Series trophy once in 1996.
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#10. 'The Carol Burnett Show' (1967–1978, 1991)
- Wins: 25
- Nominations: 70
"The Carol Burnett Show" is one of two sketch comedy programs on this list. The series ran for 290 episodes, most of which were from its original run in the 1960s and '70s, and four of which comprised its failed 1991 reboot. The original CBS variety show made Carol Burnett a household name and established her as a comedy legend. "The Carol Burnett Show" earned 25 Emmy wins in its original run, including awards for writing, directing, and three Oustanding Variety/Musical Series trophies.
Burnett made Emmys history in 2024 when the 91-year-old comedian earned a nod for her performance on the Apple TV+ dramedy "Palm Royale." With her Outstanding Supporting Actress in a Comedy Series nomination, she became the oldest woman nominated for an Emmy for comedy acting.
#9. 'The West Wing' (1999–2006)
- Wins: 26
- Nominations: 95
While some shows launch their stars further into stardom, "The West Wing" is perhaps most responsible for the ascendance of Aaron Sorkin, the creator of the series and the lead writer for nearly all of its first four seasons. The NBC drama cemented Sorkin as the king of clever and quick dialogue, and the originator of the signature walk-and-talk style shots.
"The West Wing" followed the cabinet of fictional President Josiah Bartlet (Martin Sheen) and has been influential not just in entertainment but also in the political world (for better or for worse). The series won 26 Emmys over its seven-season run, including a four-year streak for Outstanding Drama Series from 2000 to 2003.
#7. Cheers (1982–1993)
- Wins: 28
- Nominations: 117
The bar "where everybody knows your name" became a household staple throughout the '80s and early '90s as "Cheers" dominated the airwaves. Led by performances from Ted Danson, Shelley Long, Kelsey Grammer, Woody Harrelson, and Rhea Perlman, among others, "Cheers" became a staple of NBC's must-see TV lineup.
Rumor has it the sitcom was nearly canceled during its first season due to low ratings, but "Cheers" triumphed like former Boston Red Sox pitcher Sam Malone (Danson) in the ninth inning. Ultimately, its series finale brought in 80.4 million viewers and became the most-watched single TV episode of the 1990s. In its 11 seasons, "Cheers" earned 28 Emmy wins, including three for Outstanding Comedy Series and acting honors for Danson, Perlman, Harrelson, Kirstie Alley, and Bebe Neuwirth. It also launched the spin-off "Frasier" (starring Grammer), another massive Emmys winner that appears on this list.
#6. 'The Mary Tyler Moore Show' (1970–1977)
- Wins: 29
- Nominations: 67
Candice Bergen has been quoted as saying there would be no "Murphy Brown" without "The Mary Tyler Moore Show," which starred Moore as Mary Richards, a similarly career-focused single woman. The CBS sitcom was groundbreaking in its depiction of Mary, who fought for equal pay, used birth control, and was sexually independent.
With standout supporting performances from Edward Asner, Valerie Harper, Cloris Leachman, and Betty White, "The Mary Tyler Moore Show" continuously broke barriers over its seven-season run. In 2013, more than 35 years after the series finale aired, Salon noted that the show's "DNA is still all over TV. It is the progenitor of every comedy starring a woman, single, working or otherwise."
"The Mary Tyler Moore Show" won 29 Primetime Emmys, including two for Moore in the Outstanding Lead Actress in a Comedy Series category and three for Outstanding Comedy Series. It also launched three spin-offs, "Rhoda," "Phyllis," and the most successful of the three, "Lou Grant," a drama starring Asner that earned 13 Emmys itself.
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#5. 'RuPaul's Drag Race' (2009–present)
- Wins: 29
- Nominations: 71
"RuPaul's Drag Race" started its engine 15 years ago and has been shattering boundaries and influencing pop culture, from fashion to language, ever since. The mother of drag culture, RuPaul, combined the successful formats of competition shows like "American Idol" and "Project Runway," but added in the complex work that goes into drag performance, from makeup to lipsyncing to dance and comedy. "RuPaul's Drag Race" launched on Logo in 2009 and eventually made its way to MTV in 2023, launching numerous spin-offs and international iterations along the way.
The show earned RuPaul a record eight consecutive Emmys for Outstanding Host for a Reality or Competition Program from 2016 to 2023. The series also won the Emmy for Outstanding Reality-Competition Program four years in a row from 2018 to 2021. And it became the first show to win both awards in the same year in 2018, a feat repeated in 2019, 2020, and 2021. Some of the most successful drag queens are graduates of "RuPaul's Drag Race," including Jinkx Monsoon, Trixie Mattel, Bianca Del Rio, and Bob the Drag Queen.
#3. 'Frasier' (1993–2004, 2023-present)
- Wins: 37
- Nominations: 110
It's not often that a spin-off becomes even more beloved and successful than the original show that birthed it, but such is the case with "Frasier." The series follows the life of "Cheers" character Frasier Crane, a psychiatrist returning to his native Seattle, with Kelsey Grammer reprising his role as the title character. The show, which initially ran in the '90s and early '00s, was praised for its wit and comedic timing.
It lasted 11 seasons initially and earned Grammer four Emmys for Outstanding Lead Actor in a Comedy Series and five trophies for the show in the Oustanding Comedy Series category. "Frasier" actually held the record for most Emmy wins for a fictional series until 2016 when it was overtaken by the next show on this list.
In 2023, "Frasier" was revived for Paramount+, with Grammer once again returning in the role. The sequel series, renewed for a second season in July 2024, is already up for three Emmys in 2024.
#2. 'Game of Thrones' (2011–2019)
- Wins: 59
- Nominations: 159
An adaptation of George R. R. Martin's sprawling, unfinished series, "A Song of Ice and Fire," HBO's "Game of Thrones" places among the most beloved fantasy series in television history. Over eight seasons, viewers were introduced to an expansive roster of characters in Westeros and quickly learned not to get too attached, as even fan favorites weren't spared from the possibility of sudden death and destruction.
"Game of Thrones" won the Emmy for Outstanding Drama Series four times out of nine nominations and was also recognized for its directing, writing, costumes, makeup, and many more fields. Of all the performers in the ensemble cast, Peter Dinklage (as Tyrion Lannister) is the only one to win an acting Emmy, taking home four Supporting Actor awards in total.
