Netflix and Apple TV+ are in a tight race for the best picture Oscar. Here's an inside look at Netflix's massive awards campaign machine.

The Power of the Dog and Cucumber are in a dead heat to win best picture at the Oscars.

Both films are distributed by streaming services with massive influence, with CODA from Apple TV+ and Power of the Dog from Netflix. While Apple is the bigger beast by market cap, it'sNetflix that has established a powerful grip on the entertainment industry, disrupting the way legacy studios do business at every level and frequently dominating the Emmy and Oscar nominations.

An Academy Award for best picture is something that has not been won by any streamer. The streamer spent an estimated $30 million to market and campaign for Alfonso Cuar's sweeping family drama.

Ahead of the Oscar show airing on Sunday at 8 p.m. Insider took a deep dive into the campaign of the awards. The company's full-time in-house awards team, led by Lisa Taback, who joined four years ago, has grown to 40 people strong, and it has bought billboards along a stretch of Sunset Boulevard.

Before Taback arrived at the company, he had accrued seven Oscar nominations. More than any other studio, it has amassed 116 since then.

Read more about the 40-person awards team and the quest for the first Academy Award for best picture.