Amazon Prime Video to Stream Emmys Globally for Free Starting 2027
Amazon Prime Video has secured exclusive global rights to stream the Emmy Awards in a six-year deal, ending the ceremony's presence on traditional US broadcast networks. The agreement, which begins in September 2027, replaces the long-standing 'Wheel Deal' rotation among ABC, CBS, Fox, and NBC. The broadcast will be free worldwide without requiring a Prime subscription, marking the first time the awards leave linear television entirely. This move aligns the ceremony with the streaming origins of modern television and expands its reach to over 200 countries. The deal also positions Amazon alongside Google, which holds upcoming Oscar rights, as both platforms leverage free live events to build advertising footprints and global audiences.
Key points
- Amazon Prime Video acquired exclusive global streaming rights for the Emmy Awards in a six-year agreement.
- The deal replaces the 'Wheel Deal' system that rotated the ceremony among major US broadcast networks since 1955.
- The first streamed broadcast is scheduled for September 2027, with the event available for free worldwide without a Prime subscription.
- The Television Academy stated the move provides unprecedented global reach, allowing audiences in over 200 countries to watch live.
- Amazon is leveraging the free broadcast to expand its global advertising footprint, similar to its strategy for live sports events like the NFL and NBA.
- The shift reflects a broader industry trend where live events move to digital platforms, following the Oscars' move to YouTube starting in 2029.
Background
The Emmy Awards, first held in 1949, have traditionally aired on US broadcast networks via a rotation system known as the 'Wheel Deal.' Recent industry trends have seen major live events shift to streaming platforms, with the Oscars moving to YouTube in 2029. Amazon has been building a live event profile through sports broadcasting, including the NFL's Thursday Night Football and UEFA Champions League fixtures. Earlier reports indicated the Television Academy was in advanced talks with Amazon, considering alternatives like simulcasts but ultimately opting for a single-platform deal to ensure stability and global reach. The Television Academy is also merging with the National Academy of Television Arts and Sciences, potentially integrating daytime awards into the new streaming framework by mid-2027.
Why it matters
The move to Amazon Prime Video marks a historic shift for the Emmy Awards, ending their exclusive presence on traditional broadcast television for the first time since 1949. This transition reflects the evolving viewing habits of global audiences and the dominance of streaming platforms in modern television. By offering the ceremony for free worldwide, Amazon aims to attract massive global audiences and build a substantial advertising footprint, competing directly with Google's YouTube for major live event rights. The deal also signals a broader industry trend where live events are moving to digital platforms to align with the origins of contemporary television content.
What to watch
The first streamed Emmy Awards ceremony is scheduled for September 2027. Amazon will likely leverage the free broadcast to expand its global advertising footprint and attract new users to its wider ecosystem. The Television Academy may integrate daytime awards into the new streaming framework following its merger with the National Academy of Television Arts and Sciences by mid-2027. The industry will monitor the impact of the deal on viewership and advertising revenue, as well as the competitive dynamics between Amazon and Google for major live event rights.
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