Amazon Prime Video has acquired exclusive global streaming rights to the Emmy Awards in a six-year agreement, marking a significant shift in how major entertainment events reach audiences. Beginning in 2027, the ceremony will stream live for free worldwide each September without requiring a Prime Video subscription, replacing the longstanding rotation among broadcast networks including ABC, CBS, Fox, and NBC. The arrangement represents the first time since 1955 that the Emmys will not air on traditional broadcast television.
Cris Abrego, chair of the Television Academy, characterized the deal as providing the ceremony with “unprecedented global reach,” enabling viewers across more than 200 countries to access the live broadcast. Mike Hopkins, head of Prime Video and Amazon MGM Studios, described the platform as honored to serve as the “global home” for the event, emphasizing that the free streaming approach brings entertainment to customers worldwide.
Industry observers note the transition reflects broader changes in television consumption patterns. Mike Proulx, research director at Forrester, commented that the existing broadcast television structure had become misaligned with contemporary entertainment trends, particularly given that major shows originate on streaming platforms. The analyst suggested that placing the Emmys with a leading streaming service like Prime Video aligns the awards ceremony with the industry it celebrates.
The deal represents a milestone for Amazon’s entertainment broadcast portfolio. While the company has established a significant live presence through sports programming including NFL Thursday Night Football, NBA games, and UEFA Champions League coverage, the Emmy Awards marks its first major entertainment broadcast. Amazon’s recent earnings disclosed strong gains in live viewership, with its inaugural NBA season achieving record ratings that peaked at 6.5 million viewers. The free broadcast model will enable Amazon to develop advertising opportunities with global reach, much like its existing sports offerings.
The Emmys’ move to streaming follows similar transitions by other major awards ceremonies. The Oscars are scheduled to relocate to YouTube starting in 2029, positioning streaming platforms alongside traditional broadcast networks in hosting prestigious entertainment events.
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