Emmy Awards Move to Amazon Prime Video for Six-Year Global Streaming Deal

Amazon Prime Video has secured exclusive global rights to stream the Emmy Awards beginning in 2027 under a six-year agreement with the Television Academy, ending more than 70 years of broadcast television hosting the ceremony. The deal, announced on October 6, 2026, replaces the "Wheel Deal" rotation system in which ABC, CBS, Fox, and NBC took turns airing the awards annually since the mid-1990s.

The ceremony will stream live and free each September in over 240 countries and territories, with no Prime Video subscription required. The agreement is valued at approximately $20–25 million per year, or roughly $120 million total over six years, according to industry sources—a significant increase from the $8–10 million per year the broadcast networks previously paid for U.S. rights alone. Both the Television Academy and Amazon emphasized that keeping the ceremony free to view was a non-negotiable condition of the deal. Television Academy Chair Cris Abrego stated that having a single, dedicated partner for six years, rather than rotating annually, allows for consistency in production, sponsorship relationships, and long-term strategic planning.

The move reflects a broader shift in live event distribution toward streaming platforms as audiences consume television increasingly through digital channels rather than traditional broadcast. The Emmys join other major awards shows transitioning to streaming: the Oscars will move to YouTube in 2029, and Netflix has streamed the Screen Actors Guild Awards since 2024. Mike Hopkins, head of Prime Video and Amazon MGM Studios, indicated that the platform views the Emmys as an opportunity to promote television across its ecosystem and reach younger audiences. Industry analysts note that the traditional broadcast rotation had become misaligned with modern television production, as the shows receiving top Emmy honors are now predominantly streaming originals rather than broadcast programs.

Recent Emmy viewership has declined, with the 78th Primetime Emmy Awards drawing approximately 6.87 million viewers on NBC—a nearly 10 percent drop from the previous year, though higher than the all-time low of 4.3 million recorded in January 2024. At the peak, the ceremony drew more than 20 million viewers. Streaming services have increasingly dominated Emmy award categories, with Apple TV+ winning the most awards in 2026 through its series "Widow's Bay," which secured 14 wins.

Amazon has extensive experience in live event streaming, having broadcast NFL games, NBA matches, and UEFA Champions League fixtures. The company plans to use the Emmy Awards as a centerpiece for year-round content promotion and engagement, celebrating nominees and winners across its platform and partnerships throughout the year. The free global broadcast will enable Amazon to develop substantial advertising revenue, similar to its approach with live sports programming. Both parties indicated that the initial six-year agreement may be extended beyond 2032.