Netflix made Emmy history on Monday as his Korean-language breakout hit Squid Game won the Primetime Emmy Awards for lead drama acting and directing — a first for a non-English-language program. Squid Game’s Lee Jung-jae won for lead actor in a drama series and Hwang Dong-hyuk won the award for outstanding direction of a drama series.

Until this year, non-English projects had never won or even been nominated in a major category at the Primetime Emmy Awards.

Scoring Emmys doesn’t necessarily unlock service awards other than bragging rights. But with competition continuing to intensify among services vying for your eyeballs and subscription dollars, unprecedented Emmys like Netflix’s could shine a spotlight on a service as a place for decorated programming.

The Squid Game, as a global phenomenon, was already unprecedented. The South Korean thriller about a dystopian survival race became an unexpected global hit late last year. Netflix considers it the most-watched program it has ever released, with more than 1.65 billion hours of the show streaming in its first four weeks.

Netflix programming was first nominated in 2013, and last year won the most awards of any network or service.

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