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The cast and creator of Transparent after their Golden Globe wins Sunday. (FREDERIC J. BROWN/AFP/Getty Images)

In her speech accepting the 2015 Golden Globe Award for Best Television Series – Comedy or Musical Jill Soloway, the creator of Transparent. thanked Jeff Bezos. It was an easily forgettable mention early in an emotional speech dedicated to Soloway’s own “trans-parent” and to the memory of trans-people “who died too young.” Yet the fact that the tech billionaire was on any minds during the ceremony Sunday represents a massive sea-change underway in the business of content. (Watch the full speech here .)

Transparent is an edgy series starring Jeffrey Tambor as Maura (Morton) Pfefferman, an LA father who in the first episode admits to his family that he identifies as a woman. It airs on Bezos’ Amazon, produced by Amazon Studios Instant Video. Last night Transparent became the first online production to win a best series award. Add Tambor’s win for best actor in a comedy series and Kevin Spacey’s drama actor win for his role in Netflix’s House of Cards and on-demand streaming services dominated the night.

Why then on Monday did shares of Netflix Netflix close down 3.2% and shares of Amazon.com Amazon.com 1.9%? Netflix closed at $318.77, Amazon at $291.36. The day after Robin Wright took home the best drama actress statue for playing Spacey’s wife at last year’s Globes Netflix shares gained 1.4% to close at $336.81.

Equity markets at large were trending lower Monday with The S&P 500, Dow Jones Industrial Average and Nasdaq Composite in the red. But all three benchmark indices also finished January 13, 2014 (the day after the 2014 Golden Globes) in negative territory, sharply in fact. To be fair, there are key differences between then and now even just from the individual stock perspective. From the start of 2013 to the start 2014 Netflix shares gained 250%. Amazon gained 55% during the same period. The mighty have fallen big time since then. Netflix is down 5% year-over-year while Amazon is down 26%.

“Last night was just good news for both of them,” says Cathie Wood. founder and CEO of startup Ark Investment Management. Amazon and Netflix are both top 10 holdings in Ark’s Web.x0 ETF. ”For anyone who saw the Golden Globes and doesn’t subscribe to Netflix or have an Amazon Prime account they are probably giving it another thought given the publicity of last night.”

Transparent is only available to households that use Amazon Prime, a $99 annual subscription that is primarily known for free two-day shipping. “This is just a fold into their Prime service. It is almost a loss leader into their Prime service. What they are really aiming for is to make Prime as ubiquitous as possible,” says Wood. “Prime customers spend so much more than other customers, so it is in their interest to bring along Prime and make the service as interesting as possible with these sorts of shows.” (Amazon does not release the number of Prime members but pegged it above 20 million around this time last year.)

The Golden Globes drew an average of 19.3 million viewers on Sunday. That figure is down from 20.9 million in 2014 but remains a huge opportunity for these online services to take on their broadcast rivals in their own home since the award ceremony aired on NBC. In addition to Soloway, Tambor and Spacey thanked their respective platforms. Netflix capitalized on the buzz by releasing the first trailer for House of Cards’ third season (here ), due out on February 27, during the Globes broadcast. The 45 second spot had received over 900,000 views on YouTube by the closing bell Monday.

[Update 1/13: The number of 2015 viewers has been changed based on new Nielsen estimates adjusted for time zone differences. The 2014 figure has also been updated due to a typo.]

Wood remains bullish on these names long-term because of what she sees as investments in their future. Of Amazon she says, “They are in the news a lot for investing in this, that or the other thing. I think people are waiting to see when they are going to let a little bit of these investment dollars pay off and hit the bottom line. We think they are getting close. I don’t know how many more things they can invest in.” Of how changes to net neutrality rules could impact Netflix shes notes, “The history of technology is that if a regulator puts something in their way, technology people will find a way around it.”