Amazon lands exclusive global Emmy Awards streaming rights

Amazon Prime Video has secured the exclusive global streaming rights to the Emmy Awards under a new six-year deal. Starting in 2027, the ceremony will move from traditional US broadcast networks to a free worldwide stream on Prime Video, ending the longstanding "Wheel Deal" system that rotated the event among ABC, CBS, Fox, and NBC. The agreement marks the first time the Emmys will be entirely off broadcast television since its inception in 1949.

The move reflects the broader shift of live events to digital platforms as viewing habits evolve. Cris Abrego, chair of the Television Academy, highlighted the deal's potential to give the ceremony "unprecedented global reach," allowing audiences in over 200 countries to watch live. Mike Proulx, research director at Forrester, noted that the shift aligns with the industry's progression, as many shows now originate on streaming platforms.

For Amazon, the deal represents a significant milestone, adding the Emmys to its growing portfolio of live events, which includes NFL's Thursday Night Football, NBA games, and UEFA Champions League fixtures. Mike Hopkins, head of Prime Video and Amazon MGM Studios, emphasized the platform's honor in serving as the "global home" for the ceremony. The free live stream will also help Amazon build a substantial global advertising footprint, similar to its approach with live sports.

The Emmys honor achievements in acting, writing, and production, serving as a primary showcase for the global television industry. The shift to Prime Video marks a major departure from the traditional broadcast model that has been in place since 1955.