Streaming services definitely made their presence known at this year’s Emmy awards ceremony.

Netflix Inc. (NFLX) won 23 industry top honors at the television awards event, tying it with Emmy record-holder, AT&T Inc.’s (T) HBO, as this year’s biggest winner of prizes. Inc. (AMZN)  also made history after becoming the first streaming service to win best comedy for “The Marvelous Mrs. Maisel.” The show also won the awards for lead actress, supporting actress, writing and directing in the comedy category. The Seattle, Washington-based company’s series about a housewife who discovers her true calling as a stand-up comedian claimed a total of eight awards, placing the online retailer joint-fifth on the list of this year’s biggest winners.

Amazon and Netflix’s success at the 70th annual Emmy awards ceremony underlines the fast progress streaming services have made against their traditional television counterparts. That Netflix, which only started to make a big push into original programming just five years ago, ended the evening tied with HBO spoke volumes about the shifting landscape of the television industry.

HBO, home to acclaimed series such as “The Sopranos” and “Sex and the City,” has long dominated the Emmys. Before Monday, the premium cable channel had won the most awards at the event for 16 consecutive years. (See also: Hulu Upstages Netflix, Amazon at Emmys.)

The 2018 award show marked another year of success for HBO, particularly as its fantasy series “Game of Thrones” picked up the most prestigious prize for best drama and won nine awards in total. However, Netflix still managed to end the evening with the same awards tally, hinting that the cable channel's years of dominance is now under threat. Netflix won five trophies for its historical drama “The Crown,” four for “Black Mirror” and three for limited series “Godless.”

Another big victor from this year’s ceremony was Comcast Corp.’s (CCZ) NBC, which finished the evening in third place with 16 Emmys. Twenty-First Century Fox Inc.’s (FOX) FX Networks, which is set to be acquired by Walt Disney Co. (DIS), finished fourth with 12 awards. (See also: Disney Close to Receiving US Antitrust Approval on Fox Merger.)

Wins Boost Exposure

Netflix and Amazon will now be hoping that their impressive mark on the latest Emmy awards ceremony will boost their abilities to generate more money. Winning awards is a key way to increase exposure in what remains a crowded TV landscape.

Two years ago, Amazon CEO Jeff Bezos even suggested that Hollywood awards help draw more people to its online shopping website.  “When we win a Golden Globe, it helps us sell more shoes,” he said at an industry conference in 2016, reported Reuters.