To ensure its films were able to compete in the awards season, Netflix started to do what some in the industry labeled "token theatrical releases." This wasn't the only hurdle Netflix had to overcome before the company was invited to Hollywood’s cool-kids table.

Reportedly, there was a 40-person team along with 15 consultants who were working on Netflix’s Emmy and Oscar campaigns. As we can see this is a game that involves a lot of energy and effort. However, the adoption of this kind of approach has been handsomely rewarded with Netflix receiving 132 Oscar nominations since 2014. 56 individual titles receiving nominations is an impressive number for a relatively “new kid on the block.”

However, when you climb one mountain, there is always seemingly a higher one to conquer in the distance. Netflix’s “Mount Everest” is to be successful in the Best Picture category. The streaming giant has already claimed the Best Director gong twice. But despite being nominated eight times for Best Picture, Netflix is yet to win in this category.

At this point, it is important to mention that streaming underdog AppleTV+ managed to snag last year’s Best Picture for CODA which prompted a Wired article entitled "Everything is Different Now". Well, it is different and let's see how different it will stay in light of all of the recent changes caused by the streaming wars.

We see big fluctuations in customer bases between major players. New players are still coming onto the market and of course, mergers and consolidations of platforms are on the way. All this comes with some costs and moves to focus more or less on other areas. We will see if Netflix can maintain its nomination-win ratio .

As this is the arts, winning awards is subjective rather than scientific. This runs counter to what Netflix does on a daily basis as the company relies on numbers to point out what series and films are successful and which projects need to be pulled.

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