Emmys to Leave Broadcast for Prime Video, but Structural Flaws Remain

Key points

• The 78th Primetime Emmy Awards, hosted by Mariska Hargitay, marked the final ceremony under the eight-year broadcast wheel deal, which ended with NBC’s telecast.
• Variety reports the Television Academy is in advanced talks with Amazon Prime Video, potentially making the Emmys the first major U.S. awards show to air exclusively on a streaming service.
• The previous deal saw networks pay just over $8 million annually for hosting rights, a cost that became increasingly difficult to justify as viewership shifted to streaming platforms.
• The 2025 telecast drew 7.59 million viewers, the highest number since 2021, but CBS won only one award for the canceled 'The Late Show With Stephen Colbert,' while HBO Max, Apple TV, and Netflix dominated the evening.
• Amazon Prime Video has already streamed the ACM Awards since 2022 and holds sports rights for the NFL, NBA, and NASCAR, demonstrating its capability for live events.
• Critics note that the SAG-AFTRA Actor Awards moved to Netflix in 2024 but failed to significantly boost viewership, which remained around 1.8 million, similar to its final cable year.

Background

The Television Academy has struggled to maintain relevance as linear television declines. Previous attempts to rotate the show among networks, known as the 'wheel' system, began in 1995 after a failed exclusive deal with ABC. The current shift mirrors the Oscars' move to YouTube in 2029 and the Grammys' upcoming move to ABC with simulcasts on Hulu and Disney+. The Academy has also considered a simulcast approach, but a single-platform deal offers more stability for long-term planning.

How outlets are covering it

Variety emphasizes that moving to streaming does not fix the fundamental problems of award show structure, citing the SAG-AFTRA experience on Netflix as evidence that distribution alone does not guarantee audience growth. The outlet argues for a comprehensive review of categories and voting rules. The Hollywood Reporter focuses on the business aspect, noting that the eight-year deal with the big four networks ended, and Prime Video is the likely successor due to its live event experience. Deadline highlights the uncertainty, noting that a simulcast option was considered but did not materialize, and that not all broadcast networks were equally eager to continue airing the show. Vulture questions the practical implications, such as whether Amazon will use the telecast to promote its own content, and notes the potential for 'home-field advantage' since Amazon won multiple awards this year.

Why it matters

The move to Prime Video signals a significant shift in the power dynamics of Hollywood awards, moving away from traditional broadcast networks toward streaming platforms. This could impact how the ceremony is produced, promoted, and consumed, potentially leading to a more fragmented but also more innovative format. However, it also raises concerns about fairness and transparency, as the platform airing the show may also be a major contender for the awards. The decision could set a precedent for other major awards shows and influence the future of live television in the streaming era.

What to watch

The Television Academy and Amazon Prime Video are expected to finalize a deal in the coming months, with the new arrangement likely beginning in 2027. The Academy is also considering a comprehensive review of its categories and voting processes, potentially involving a task force with representatives from various industry sectors. The next few years will be critical in determining whether the move to streaming can revitalize the Emmys or if the show will continue to struggle with declining viewership and relevance.