The 2025 Primetime Emmy Awards are just around the corner, airing live on Sunday (Sept. 14) at 8 PM ET / 5 PM PT on CBS, and streaming on Paramount+ — but if Roku search data is any clue, the nominations have already reshaped what viewers are watching.

Comedian Nate Bargatze, who’s also nominated this year, is set to host the annual ceremony, which honors excellence in American primetime television.

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In the week following the Emmy announcement, searches for nominated shows spiked across genres — including a 151% jump for limited series Adolescence, and a double-digit boost for Severance and The Studio.

But buzz doesn’t always translate into Emmy recognition.

In fact, some of the most-searched titles — including Yellowstone and Tulsa King — were completely shut out.

Roku’s Streamer’s Choice Winners

Roku revealed its “Streamer’s Choice” — the most-searched nominated shows on its platform — offering a snapshot of where Emmy buzz and viewer interest overlapped.

• Comedy: Only Murders in the Building
• Drama: The White Lotus
• Limited Series: The Penguin

These shows already had forward momentum, but Emmy attention gave them an extra push — and audiences responded with clicks.

The Nomination Effect: What Viewers Discovered After the Emmys

Some shows didn’t dominate search until after nominations were announced. Roku reports:

• Adolescence saw a 151% search increase
• The Studio jumped 111%
• Severance rose 103%

The takeaway? Emmy buzz still helps lesser-known or sleeper titles break through — especially for viewers who may have missed them the first time around.

Fan Favorites Shut Out of the Spotlight

While Emmy-nominated shows saw gains, several of Roku’s most-searched titles didn’t earn a single major nod.

Yellowstone topped Roku’s drama searches, despite being shut out entirely. Other top dramas — Landman, Tracker, Reacher, and Matlock — were also left off the list.

In the comedy category, Tulsa King, Ghosts, and Georgie & Mandy’s First Marriage drew strong search interest but didn’t make the Emmy cut.

Country’s Emmy Moment

Country music will have a moment in the spotlight at the 2025 Emmys.

Lainey Wilson and Vince Gill are set to perform “Go Rest High on That Mountain” during the In Memoriam segment — a rare, emotional country moment at an otherwise glitzy show.

But for fans of country-adjacent television, the snubs continue to sting.

Despite massive success and critical acclaim, Yellowstone and other Taylor Sheridan dramas — including 1923, Tulsa King, Lioness, Landman, and Mayor of Kingstown — were once again shut out of major categories.

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The disconnect between what people watch and what Emmy voters reward is clearer than ever — but thanks to platforms like Roku, the audience’s favorites still shine through.