Amazon Prime Video has secured exclusive global rights to stream the Emmy Awards under a six-year deal, ending the ceremony’s run on traditional US broadcast television.
Starting in 2027, the agreement replaces a rotation of the gala among major networks like ABC, CBS, Fox, and NBC. The ceremony will instead stream live for free worldwide each September, with no Prime Video subscription needed.
Official terms were not disclosed.
The Shift to Streaming
The move is another indication of how live events are shifting to digital platforms as viewing habits evolve. The Oscars, for example, are moving to YouTube live globally starting in 2029.
Mike Proulx, research director at Forrester, said the existing setup had become out of sync 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 Emmys’ next act.”
Global Reach
Cris Abrego, chair of the Television Academy, said the deal gives the ceremony “unprecedented global reach,” allowing audiences 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.
Mike Hopkins, head of Prime Video and Amazon MGM Studios, said the platform is honored to serve as the “global home” for the ceremony, adding that streaming the show for free delivers “the best entertainment to our customers worldwide.”
Amazon’s Growing Live Profile
The agreement marks a milestone for Amazon, giving Prime Video its first marquee entertainment broadcast after building a live profile centered on sports, including the NFL’s Thursday Night Football, NBA, and UEFA Champions League fixtures.
Amazon’s latest earnings highlighted strong gains in live viewership, including record ratings for its inaugural NBA season, which peaked at 6.5 million viewers for Game 7 of the Eastern Conference Semifinals. Like its live sporting events, the free broadcast will allow Amazon to build a substantial global advertising footprint.
A Historic Break
Moving exclusively to Prime Video is significant for the Emmys, ending a rotation across the major legacy broadcast networks that has been in place since 1955 and marking the first time the gala will leave traditional broadcast television entirely.
First held in 1949, the Emmys honor achievements in acting, writing, and production, serving as a primary showcase for the global television industry.
The Bottom Line
Amazon Prime Video has secured exclusive global rights to stream the Emmy Awards for six years starting in 2027. The ceremony will stream free worldwide, ending its decades-long rotation on broadcast networks. The deal marks Amazon’s first major entertainment broadcast and reflects the broader shift of live events from traditional TV to streaming platforms.
My Opinion
The Emmys have been on broadcast television since 1949. That’s about 77 years. Now they are moving to Amazon. And that tells you everything about where television is going.
The shows that win Emmys — The Bear, Severance, Shogun — are not on ABC or CBS. They are on streaming platforms. The industry has already moved. The awards ceremony was just the last holdout. Amazon is simply acknowledging reality and paying for the privilege of owning it.
The free global stream is the smart part. Amazon is not charging for the Emmys. It is using them as a loss leader to draw hundreds of millions of viewers into its advertising ecosystem. That is the same playbook it used for Thursday Night Football and the NBA. Get the audience first then monetize them later.
But there is a loss here too. Broadcast television was a shared experience. Everyone watched the same thing at the same time. Streaming fractured that. The Emmys going to Prime Video means the ceremony is now behind a corporate wall, even if the stream itself is free. It is one more reminder that the culture we used to share is now owned by a handful of tech companies.
