Prime Video Secures Exclusive Global Rights to Primetime Emmys in Six-Year Deal
Amazon Prime Video has finalized a six-year agreement to broadcast the Primetime Emmy Awards globally, ending the 31-year-old 'wheel deal' rotation among major broadcast networks. The deal, valued at approximately $15 million annually, moves the ceremony to a streaming platform for the first time since 1949, with the first broadcast scheduled for September 2027. The Television Academy confirmed the merger with the National Academy of Television Arts and Sciences is on track for mid-2027, potentially integrating daytime awards into the new streaming framework.
Key points
- Prime Video will pay approximately $15 million annually for global rights to the Primetime Emmys, a significant increase from the $8 million to $10 million domestic fees paid under the previous wheel deal.
- The six-year deal begins in September 2027, replacing the rotation among ABC, NBC, CBS, and Fox that ended after the 78th Emmys in September 2026.
- The ceremony will be available for free to Prime Video subscribers in over 240 countries and territories, replacing previous international syndication by Rainmaker Content.
- TV Academy chair Cris Abrego confirmed that the merger with the National Academy of Television Arts and Sciences is expected to be completed by mid-2027, potentially allowing daytime awards to join the Prime Video package.
- Prime Video executives expressed confidence that a single-platform approach would allow for better long-term investment and promotion compared to the annual rotation of the wheel deal.
Background
The Television Academy had been in advanced talks with Prime Video since September 2026 after it became clear that the existing wheel deal would not continue, with Fox reportedly dropping out. Previous coverage indicated that the Academy considered alternatives such as a multi-network simulcast, but logistical complexities led to the selection of a single streaming partner. This shift follows a broader industry trend of major awards moving to streaming platforms, including the Oscars moving to YouTube in 2029 and the SAG-AFTRA Actor Awards moving to Netflix.
Why it matters
This deal marks a historic shift for the Primetime Emmy Awards, moving the ceremony from broadcast television to a streaming platform for the first time. The move reflects the changing landscape of television consumption and the growing influence of streaming services in the awards industry. The deal also signals a potential consolidation of awards programming under a single platform, which could impact how other awards shows are distributed in the future.
What to watch
The first Primetime Emmy Awards broadcast on Prime Video is scheduled for September 2027. The Television Academy is expected to complete its merger with the National Academy of Television Arts and Sciences by mid-2027, which could lead to the inclusion of daytime awards in the Prime Video package. Prime Video plans to invest in marketing and promotion to migrate audiences from broadcast to streaming, with a focus on global reach and local engagement.
Want the full story? Read the original reporting
Read on Variety