Amazon to broadcast Emmy Awards starting in 2027

Amazon has secured the rights to broadcast the Emmy Awards through its Prime Video platform, starting in 2027 and extending through 2032. The six-year agreement with the Television Academy marks a significant shift as the award show moves from traditional broadcast networks to a streaming service. The Emmy Awards, which honor the best in television, will be available globally and free to watch, even for those without an Amazon Prime subscription.

The financial terms of the deal were not disclosed, but it aligns with a broader trend of entertainment award shows transitioning to streaming platforms. The Academy Awards, for instance, are moving to YouTube in 2029, while Netflix has been broadcasting the Screen Actors Guild Awards since 2024. This shift comes amid declining ratings for award shows, with the Emmy Awards averaging 6.7 million viewers in September, down 10% from the previous year.

Amazon's move is seen as an effort to attract a younger audience and reimagine the Emmy Awards. Mike Hopkins, head of Amazon Prime Video, highlighted the opportunity to bring fresh energy to the ceremony. Meanwhile, Amazon's stock has a consensus Strong Buy rating among analysts, with an average price target of $334.70, suggesting a 33% upside from current levels.