Everyone Is Watching Widow’s Bay

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Last year, The Studio swept the Emmys’ comedy categories, earning a record 23 nominations and winning 13 awards. This year, the competition felt less exciting while everyone waited for season two of The Studio. That changed with the premiere of Widow’s Bay. The Apple TV+ series, set in New England and created by Katie Dippold, launched at the end of April to rave reviews (a 97% score on Rotten Tomatoes) and strong word-of-mouth – something that’s hard to achieve with so much television available. Apple was pleased enough to renew it for a second season. Now, as Hacks seems likely to receive an honorary final Emmy nomination, and shows like The Bear, Abbott Elementary, and Only Murders in the Building feel somewhat predictable, could this new comedy-horror show shake things up?

The series Widow’s Bay is set in a New England island town where the mayor, Tom (played by Matthew Rhys), desperately wants to attract tourists like those drawn to places such as Martha’s Vineyard. However, his town is plagued by unsettling rumors of an ancient curse – something Martha’s Vineyard doesn’t have to worry about. Initially a non-believer, Tom begins experiencing strange occurrences that shake his skepticism. The show successfully blends the atmosphere of recent horror series like Evil and Castle Rock, the humor of shows like Parks and Recreation, and the charm of small-town mysteries. Think of it as a mix of Mike Flanagan’s Midnight Mass and Mrs. Hatt. One particularly thrilling episode features Kate O’Flynn as Tom’s awkward aide, Patricia, fleeing from a relentless killer, made even more memorable by O’Flynn’s hilariously unique running style. Far from diminishing the terror, her comedic performance actually heightens it.

One Emmy voter in production and development said the show’s unique blend of genres is a key reason for its growing popularity. They heard about it from both friends and people in the industry, and were impressed by the overwhelmingly positive reviews. Director Guillermo del Toro, an Oscar winner, even praised Widow’s Bay on Twitter, calling it the best streaming series he’d seen in a long time and a masterclass in storytelling. Polygon declared an episode featuring a thrilling chase scene the best slasher sequence on TV or film in almost ten years. Jeff Hiller, an Emmy winner for Somebody Somewhere, noted that he’s experiencing the show’s rising popularity firsthand. While he occasionally gets recognized for Somebody Somewhere, he’s constantly stopped by fans of Widow’s Bay—even while shopping at Nordstrom Rack.

Hiller drew a comparison to his time guest starring on Pluribus, another Apple TV show that’s been getting attention. He explained that when a series builds up a detailed backstory, viewers get really involved, enjoying questioning the plot and sharing their own ideas. However, unlike Pluribus, which felt like it required extra effort – needing podcasts and summaries to fully understand everything – Widow’s Bay is simply enjoyable. Hiller feels confident recommending it to anyone, even his in-laws or doctor’s office staff (who he often suggests shows to), without making them feel like they’re signing up for a complicated task.

Beyond the show’s overall quality, Widow’s Bay boasts strong performances that could earn Emmy nominations. Creator Katie Dippold has a proven track record in comedy, having written the hit film The Heat and contributed to Spy. She’s also known for a memorable Halloween tweet! Meanwhile, Matthew Rhys delivers a standout performance as the mayor of Widow’s Bay, a man trying to boost tourism while secretly knowing the terrifying local legends are real. The New York Times called it his best work since The Americans – a show for which he won an Emmy in 2018 – and that kind of praise is sure to get Emmy voters’ attention.

Rhys is a strong contender for an Emmy this year with two very different roles. He’s nominated for Outstanding Actor in a Comedy for Widow’s Bay and also in the Limited/Anthology category for playing a suspected murderer in Netflix’s The Beast in Me, showcasing his impressive range – from anxious and frantic to arrogant and sociopathic. His marriage to Keri Russell, his Americans co-star and a likely Emmy nominee herself (The Diplomat), has made them a popular couple in the television world. With last year’s winner, Seth Rogen, no longer in the running, Rhys’s main competition includes Jason Segel (Shrinking), Martin Short and Steve Martin (Only Murders in the Building), Jeremy Allen White (The Bear), Adam Brody (Nobody Wants This), and potentially Steve Carell (Rooster). While The Bear’s Emmy momentum has slowed, and Nobody Wants This and Only Murders didn’t generate much buzz this season, there’s a real chance Rhys could pull off a win.

Hamish Linklater and Betty Gilpin, who feature prominently in a major flashback episode this season, are strong contenders for guest acting awards. However, the cast is particularly excited about Kate O’Flynn’s performance. The English actress, known for her work with Mike Leigh, has been captivating audiences, and her recent spotlight episode (“Beach Reads”) revealed a deeply emotional side to her character. As one of our colleagues noted, O’Flynn’s Patricia is truly the standout performer in a show full of eccentric characters.

Beyond the actors, Widow’s Bay also looks promising for awards. Its blend of horror gives a strong lineup of directors – including nine-time Emmy nominee Hiro Murai, and filmmakers Ti West (Pearl) and Andrew DeYoung (Friendship) – a chance to showcase their talent. The show’s consistently funny writing is another highlight. While shows like Hacks, Abbott Elementary, and The Bear are likely to be nominated again in 2025, new shows often get recognized – at least one first-year show has been nominated for Writing or Directing for a Comedy in 11 of the last 12 years.

Despite being a strong contender for awards, Widow’s Bay wasn’t on anyone’s Emmy radar just two months ago. While Oscar campaigns often save their biggest shows for the end of the year, the Emmys traditionally followed the TV season – shows usually premiered in September, with some in mid-season, and finales in May. Now that TV isn’t tied to a fixed schedule, the Emmys are starting to resemble the Oscars in terms of timing, with many high-quality shows debuting late in the year. Historically, mid-March to mid-April has been the ideal launch window for Emmy winners like The Studio, Veep, and The Marvelous Mrs. Maisel, as well as nominees like Barry, Silicon Valley, Jury Duty, and Palm Royale. However, Widow’s Bay’s late April 29th debut is a gamble, potentially giving Emmy voters too little time to watch and consider it. Since 2009, only one first-year series that premiered after April 29th – Hacks in 2021 – has received an Outstanding Comedy Series nomination.

“Widow’s Bay” is up against strong competition not only from other shows, but also from fellow Apple TV+ series like “Shrinking” and “Margot’s Got Money Troubles.” The latter stars Michelle Pfeiffer and Elle Fanning and has a timely premise – a single mother using OnlyFans to get by – blending comedy with dramatic elements. Early reviews of “Margot” at South by Southwest predicted it was almost guaranteed Emmy nominations. While many believe the horror-comedy genre helps “Widow’s Bay” differentiate itself, historically, the Emmys haven’t favored this type of show. Though recent hits like “Wednesday” and “What We Do in the Shadows” offer some encouragement, other critically acclaimed but overlooked horror comedies such as “Los Espookys,” “Santa Clarita Diet,” “Swarm,” and even the lighter-toned “Ghosts” suggest it’s an uphill battle.

Emmys voters are often hesitant about horror, but they do pay attention to what’s popular, and Widow’s Bay is clearly gaining traction. It’s currently the most-watched show on Apple TV+, even outperforming highly anticipated series like the new Cape Fear and popular shows such as Shrinking and Margot’s Got Money Troubles. This growing popularity explains why publications like The Guardian are calling it “the biggest word-of-mouth hit in years.” Industry professionals are also starting to notice: I spoke with an awards expert in Los Angeles who said two showrunners from competing series both praised the show.

An Emmy voter told me there’s a lot of buzz surrounding the show. Now, the big question is whether that buzz will translate into votes.

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2026-06-13 15:57