Emmys to Leave Broadcast TV for Prime Video as Wheel Deal Ends

Key points

• The Television Academy and Amazon Prime Video are negotiating a new rights deal for the Primetime Emmy Awards, which would begin in 2027.
• The current eight-year 'wheel deal' with ABC, CBS, Fox, and NBC expired after the 78th ceremony aired on NBC/Peacock in September 2026.
• A move to Prime Video would be the first time in Emmy history that the ceremony is not aired on a broadcast network.
• The Academy has also considered a simulcast model and other streaming platforms, but a single-platform deal is favored for its stability and promotional incentives.
• Prime Video already holds rights to the Academy of Country Music Awards and has experience with live sports events, making it a viable candidate.

Background

The Emmy Awards have rotated among the four major broadcast networks since 1995, a system known as the 'wheel deal.' Prior to this, Fox held exclusive rights from 1987 to 1992, leading to a ratings collapse. The current eight-year agreement, struck in 2018, paid just above $8 million annually. The Television Academy has been exploring new options for months, including a simulcast across multiple outlets, which was deemed too complex for ad sales. The shift to streaming follows similar moves by other major awards, such as the SAG-AFTRA Actor Awards moving to Netflix and the Oscars moving to YouTube in 2029.

How outlets are covering it

The Hollywood Reporter and Deadline confirm that Prime Video is the primary candidate for the new deal, emphasizing the end of the broadcast wheel. Variety notes that the Academy has explored a simulcast model but found it too complex, and highlights the risk of relying on a single platform, citing the historical failure of the Fox exclusive deal. Gold Derby provides industry analysis, noting that while streaming platforms like Prime Video and YouTube are attractive, the streaming-exclusive audience is aging, and a hybrid model might be more effective. Forrester's Mike Proulx argues that the current distribution model is out of sync with the industry, as streaming services dominate nominations but broadcast networks carry the awards. Parks Associates' Michael Goodman suggests a bidding war could significantly increase rights fees, while Greenlight Analytics' Brandon Katz cautions that moving to streaming does not automatically solve the issue of reaching younger viewers.

Why it matters

The move of the Emmy Awards to a streaming platform marks a significant shift in the entertainment industry, reflecting the changing landscape of television consumption. It could impact advertising revenue, production incentives, and the overall reach of the ceremony. The decision also sets a precedent for other major awards shows and could influence how live events are distributed in the future.

What to watch

The Television Academy is expected to announce a new rights deal for the 2027 Emmy Awards soon. If Prime Video is chosen, the ceremony will move to streaming for the first time. The Academy may also explore shorter-term contracts due to the rapid changes in the media landscape. The outcome of these negotiations will determine the future of the Emmy Awards and its relationship with broadcast and streaming platforms.