LOS ANGELES Reuters - Apple Inc burnished its streaming TV credentials on Sunday as Netflix Inc scored an Emmy Award for best comedy and Ted Lasso landed its biggest TV award to date with a winning feature for The Crown. Netflix also ties the all-time record for the most Emmys in a single year with 44 -- a mark previously reached by ViacomCBS Inc's CBS broadcast network in 1974.
The honors give streaming services new bragging rights that they can use to promote their offerings in the hard fought battle for audiences who are ditching traditional TV and searching for quality entertainment online.
Ted Lasso won seven awards for Apple TV, the streaming application launched in two years ago by the iPhone maker. Jason Sudeikis took home best comedy actor for his starring role as an upbeat coach trying to rally a struggling soccer team in Britain.
Manager and co-creator Bill Lawrence, accepting the Apple comedy series award, thanked the team at Apple including T-Dog, which he joked was his nickname for Tim Cook.
The Morning Show won a supporting actor trophy last year for drama The Morning Show. HBO, which is being sold to AT&T by Netflix to Discovery Inc., had long dominated the Emmys until Netflix crashed the party in 2013 as streaming began to replace cable subscriptions.
Despite racking up nominations each year, Netflix had never won an Emmy for a series until Sunday. Alongside The Crown, it earned Best Season X-Men in The Queen's Gambit, the story of an orphaned girl who becomes a female chess champion.
William Horberg said thanks to Netflix, executive producer Dan Simmons, who accepted the series honors. You guys did the rarest thing of all these days. You took a chance on risky material and trusted the filmmakers. Disney's streaming service won 13 awards for WandaVision, The Mandalorian and other programming.