Amazon Prime Video to Stream Emmy Awards in Six-Year Global Deal
The streaming giant secures exclusive rights, ending the Emmys' rotation on traditional broadcast television starting in 2027.
Amazon Prime Video has acquired the exclusive global rights to stream the Emmy Awards in a six-year agreement, marking a significant shift for the prestigious television awards ceremony.
Beginning in 2027, the deal will replace the traditional rotation of the Emmys among major U.S. broadcast networks such as ABC, CBS, Fox, and NBC. The ceremony will now stream live worldwide each September, with access not requiring a Prime Video subscription. The financial terms of the agreement have not been disclosed.
This move reflects a broader trend of live events migrating to digital platforms as audience viewing habits evolve. The Oscars, for instance, are slated to begin streaming live globally on YouTube in 2029.
Cris Abrego, chair of the Television Academy, stated that the deal provides the Emmys with “unprecedented global reach,” enabling audiences in over 200 countries to watch the event live. Mike Hopkins, head of Prime Video and Amazon MGM Studios, expressed that Amazon is honored to be the “global home” for the ceremony, emphasizing that offering the show for free aligns with delivering “the best entertainment to our customers worldwide.”
The agreement represents a major milestone for Amazon, as it grants Prime Video its first marquee entertainment broadcast. The platform has previously built a live programming profile centered on sports, including NFL's Thursday Night Football, NBA, and UEFA Champions League fixtures.
Amazon's recent earnings reports indicated substantial growth in live viewership, with record ratings for its inaugural NBA season, which peaked at 6.5 million viewers for a playoff game. The Emmys deal places Amazon in direct competition with Google, whose YouTube platform will carry the upcoming Oscar rights.
While YouTube primarily utilizes an ad-supported model, Amazon aims to draw large global audiences into its broader ecosystem through free live access to the Emmys, similar to its strategy with live sports. This free broadcast is expected to help Amazon build a significant global advertising presence.
The Emmys, first held in 1949, honor achievements in acting, writing, and production, serving as a key showcase for the global television industry. This transition to Prime Video ends a rotation arrangement that has been in place with legacy broadcast networks since 1955, marking the first time the gala will entirely depart from traditional broadcast television.