Leading the nominations in totals by platform were Netflix (112), leapfrogging last year's leader HBO, which scored 108.
Game of Thrones makes its Emmy comeback this year after last year's later season airdate saw it ineligible for consideration for the awards.
On the comedy side, it'll probably be a toss-up between Atlanta and The Marvelous Mrs. Maisel for the series trophy, since reigning three-time victor Veep missed the eligibility period this year. It will face newcomers including "The Marvelous Mrs. Maisel" and "Barry", starring Bill Hader. Others in the category include "black'ish", "Silicon Valley", "Curb Your Enthusiasm" and "Unbreakable Kimmy Schmidt".
The revival of "Roseanne, " canceled because of star Roseanne Barr's racist tweet, drew only one major nomination, a supporting actress nod for Laurie Metcalf.
"Saturday Night Live", riding high with its relentless pillorying of the Trump administration, was rewarded with 21 nods.
All three Lannister siblings were also recognized, with Lena Headey earning her fourth Best Supporting Actress nomination for her role as Cersei while her on-screen brothers Peter Dinklage (Tyrion) and Nikolaj Coster-Waldau (Jaime) picked up Best Supporting Actor nods.
"Game of Thrones" roared back onto the Emmy battlefield, topping Thursday's nominations with 22 bids but facing a formidable opponent in "The Handmaid's Tale, " last year's top drama series.
The 70th annual Emmy Awards will be hosted by "Saturday Night Live" stars Colin Jost and Michael Che live from the Microsoft Theater in Los Angeles, Monday, Sept. 17 (8-11 p.m. ET/5-8 p.m. PT) on NBC.