Amazon wins global rights to stream Emmys in six-year deal
The gala is leaving traditional US broadcast networks for live worldwide streaming.
Amazon secures worldwide streaming rights for Emmys in six-year agreement
The deal ends the “Wheel Deal” arrangement, which had rotated the ceremony among major networks including ABC, CBS, Fox and NBC.
Amazon Prime Video has obtained exclusive global rights to stream the Emmy Awards under a six-year agreement, bringing an end to the ceremony’s presence on traditional US broadcast television.
Beginning in 2027, the pact will replace the rotation of the gala among major networks such as ABC, CBS, Fox and NBC. Instead, the show will stream live for free around the world every September, with no Prime Video subscription required.
The official terms were not made public.
The change is another sign of live events moving onto digital platforms as viewing habits change. The Oscars, for instance, are set to stream live globally on YouTube starting in 2029.
Mike Proulx, research director at Forrester, said the current arrangement had fallen out of step with modern television.
"The shows driving the industry forward largely originate on streaming platforms, yet the awards themselves were tethered to broadcast television," Proulx said.
"That's why a leading streaming service like Prime Video makes sense for the Emmy's next act."
Cris Abrego, chair of the Television Academy, said the agreement gives the ceremony "unprecedented global reach", enabling viewers in more than 200 countries to watch live.
"Television has never been more global, and the Emmys should be a celebration that the world can share," Abrego said in a statement released by Amazon.
Mike Hopkins, head of Prime Video and Amazon MGM Studios, said the service is honoured to be the "global home" for the ceremony, adding that streaming the event for free provides " the best entertainment to our customers worldwide."
The deal is a milestone for Amazon, giving Prime Video its first major entertainment broadcast after developing a live offering built around sports, including the NFL's Thursday Night Football, NBA, and UEFA Champions League fixtures.
Amazon's latest earnings pointed to strong growth in live viewership, including record ratings for its first NBA season, which reached a peak of 6.5 million viewers for Game 7 of the Eastern Conference Semifinals.
The Emmys agreement places Amazon directly alongside Google, whose video platform YouTube has the upcoming Oscar rights.
YouTube mainly uses an ad-supported model, while Amazon is using free live access to attract huge global audiences into its broader ecosystem.
As with its live sports coverage, the free broadcast will help Amazon establish a significant global advertising presence.
Moving exclusively to Prime Video is a major shift for the Emmys, ending a rotation across the major legacy broadcast networks that has existed since 1955 and marking the first time the gala will leave traditional broadcast television altogether.
First presented in 1949, the Emmys recognize achievements in acting, writing and production, and serve as a key showcase for the global television industry.