The streaming service's maneuvering (and not incidentally, expensive Emmy campaigning) paid off with 112 nominations - a significant increase over previous year, edging HBO's 108.
"HBO is very pleased with its 108 nominations, especially the wide range over so many categories", the network said in a statement. It got 23 nods in 2016 but wasn't eligible a year ago.
"Game of Thrones" helped boost the premium cable service's total and became the most-nominated series of all time, with its 129 nods topping the 124 nominations earned by "ER".
As a matter of fact, Netflix beat out HBO for the first time in almost 20 years for the most Emmy nominations.
The series, which will not air this year, is in contention for the Emmy for Best Drama Series along with The Crown, The Americans, The Handmaid's Tale, Stranger Things, This Is Us and Westworld. Others in the category include "black-ish", "Silicon Valley", "Curb Your Enthusiasm" and "Unbreakable Kimmy Schmidt".
The short-lived revival of "Roseanne", canceled because of star Roseanne Barr's racist tweet, drew only one major nomination, a supporting actress nod for Laurie Metcalf.
"Jesus Christ Superstar Live in Concert" was also showered with praise, as was "The Handmaid's Tale's" supporting cast, coming off a just-concluded second season that gave them an opportunity to shine.
For the most part, though, this year's categories mark a pretty fair representation of TV's best and brightest, while adding drama to the battle that's been brewing to its two foremost bidders for awards prestige. What's more important for HBO than its overall tally is that Barry had a great freshman year, Westworld didn't lose any steam with Emmy voters (despite some ratings falloff), its TV movies still got Emmy mentions, and John Oliver remains a force in the talk/variety category.
The streaming giant has received 112 nominations for the 70th annual primetime Emmy Awards.