Prime Video will become the exclusive global platform for the Emmy Awards under a six-year deal announced on Tuesday by Amazon and the Television Academy.
The agreement takes effect starting with the 2027 ceremony and ends the long-standing rotation among broadcast television networks in the United States.
That traditional arrangement, known as the Wheel Deal, rotated the annual ceremony broadcast among major American networks ABC, CBS, Fox, and NBC. The historic broadcasting cycle will formally conclude following the presentation of the statuettes at this year's awards event.
Under the previous rotation system, each of the four major commercial television networks took turns broadcasting the annual telecast. The shift to a single digital streaming provider marks the first time in the history of the ceremony that a global streaming platform holds exclusive worldwide broadcast rights.
Broadcast details and free global access
Amazon informed viewers that the annual Emmy Awards ceremony will continue to take place live in September. The broadcast will be available free of charge to viewers around the world without requiring a paid Prime Video subscription.
Financial terms of the six-year contract were not disclosed by either organization at the time of the announcement.
For Prime Video, securing the ceremony adds another high-visibility live entertainment event to an expanding portfolio. The streaming service, operated by tech company Amazon from its Seattle headquarters, has continuously broadened its catalog beyond original feature films and scripted television series to include high-profile live sports broadcasts and entertainment streaming partnerships.
Industry shift from broadcast television to streaming
Traditional broadcast television networks face growing competition from digital streaming services. Streaming platforms have increasingly targeted live events and annual award ceremonies as viewer media consumption habits shift steadily away from linear broadcast channels toward digital video platforms.
The announcement follows a similar move by organizers of the Oscar awards. The Academy of Motion Picture Arts and Sciences announced last year that the live global broadcast of the Oscars would leave open television network ABC to stream live on YouTube worldwide starting in 2029.
Major commercial networks such as Disney's ABC, Paramount's CBS, Fox Corporation, and Comcast's NBCUniversal have long relied on live award shows and sporting events as cornerstone broadcasts. The departure of both the Emmys and the Oscars from broadcast networks highlights how digital streaming services are rapidly reshaping the media landscape for live television events.
Live event coverage has historically generated substantial advertising revenue and high viewer engagement for broadcast networks. As audience fragmentation increases and cord-cutting accelerates, tech companies with global reach are uniquely positioned to distribute major live programming across international markets.
History and cultural role of the Emmy Awards
First held in 1949, the Emmy Awards honor achievements across television acting, production, screenwriting, and creative technical fields. The annual presentation traditionally serves as a major promotional showcase and cultural milestone for the American television industry.
The Primetime Emmy Awards are administered by the Television Academy, a non-profit organization based in Los Angeles, California. The awards represent the highest distinction in television broadcasting, honoring excellence across comedy, drama, and limited series programming.
The exclusive six-year partnership with Prime Video ensures that future ceremonies will reach an international digital audience, ending decades of reliance on traditional broadcast networks.
