As the entertainment world geared up for the 2025 Emmy Awards, new data from JustWatch, the world’s largest streaming guide, offers a fascinating glimpse into which nominated shows have captured viewers’ attention—and which ones have gained the most momentum since the nominations were announced.
Using real-time engagement signals from over 20 million monthly U.S. users, JustWatch tracked the popularity of Emmy-nominated scripted series across top categories—including Outstanding Drama, Comedy, and Limited or Anthology Series—from July 15 (nomination day) through September 8. The results reveal not only which shows are leading the pack but also how award recognition can reignite interest in titles long after their initial release.
Key Takeaways: Surges, Shifts, and Surprises
One of the most striking trends is the significant boost in viewership for streaming exclusives following their Emmy nods. Series like The Diplomat, Slow Horses, and the dark comedy Nobody Wants This saw some of the largest uplifts in popularity, proving that nomination buzz can translate directly into streaming success.
In the comedy category, FX/Hulu’s The Bear continues to dominate, though its lead is narrowing as Apple TV+’s The Studio and HBO Max’s Hacks maintain strong audience engagement. Meanwhile, Netflix’s Nobody Wants This saw an astounding 84% increase in popularity after being nominated—a remarkable feat for a show that debuted nearly a year ago.
The drama race remains fiercely competitive. HBO Max’s The Pitt currently leads, slightly ahead of Disney+’s Andor and HBO Max’s The White Lotus. But it was The Diplomat (Netflix) and Slow Horses (Apple TV+) that gained the most traction post-nomination, with popularity surges of 40% and 18%, respectively.
In the Limited Series category, Netflix’s Adolescence has overtaken the platform’s own sci-fi anthology Black Mirror to become the most-watched nominee. Other notable climbers include HBO Max’s The Penguin (+25%) and FX/Hulu’s Dying for Sex (+16%).
The Nomination Effect: Why It Matters
The “Emmy bump” is more than just industry talk—it’s a measurable phenomenon. For smaller or less-hyped series, a nomination can mean a second life. Nobody Wants This, for example, leveraged its Emmy recognition to re-enter the cultural conversation despite having premiered its first season almost a year ago.
Similarly, The Diplomat and Slow Horses—both critically acclaimed but not always in the mainstream spotlight—used the nominations to attract new viewers who may have missed them the first time around.
The Stiff Competition
That’s not to say the frontrunners aren’t holding their own. The Bear remains the most popular comedy nominee, while The Pitt is narrowly leading a stacked drama field that includes heavy hitters like The Last of Us and The White Lotus. What’s interesting, however, is how fluid these rankings are. Audience interest is shifting week to week, suggesting that final voting could still be swayed by last-minute viewer enthusiasm.
What This Means for Streaming
The data also underscores the growing influence of streaming platforms during awards season. With exclusive originals from Netflix, Apple TV+, HBO Max, and Hulu dominating the nominations, it’s clear that streaming is no longer the alternative—it’s the mainstream.
Platforms like Netflix and Apple TV+ are not only producing Emmy-worthy content but are also benefiting from the sustained audience engagement that follows nominations. For viewers, awards season has become a curated guide to what’s worth watching—or rewatching.
Methodology Behind the Data
JustWatch’s analysis is based on aggregated user behaviors—including clicks to streaming services, trailer views, likes, dislikes, and additions to watchlists—all of which serve as indicators of genuine interest and intent. By comparing user activity from before and after the nomination announcements, JustWatch can identify which titles gained the most momentum heading into awards night.
Final Thoughts
As we approach Emmy Sunday, these rankings offer more than just predictions—they provide a snapshot of what real people are actually watching. Whether a show is a perennial favorite or a surprise nominee, the data proves that Emmy recognition still has the power to shape viewing habits and amplify great storytelling.
For ongoing updates and streaming recommendations, follow JustWatch on social media or visit their platform to find where you can watch all the Emmy-nominated shows.
