Amazon’s Prime Video will become the exclusive global home of the Emmy Awards from 2027 after the Television Academy agreed a landmark six year partnership that ends more than seven decades of broadcast television coverage. The agreement, announced on October 6, will make the Primetime Emmy Awards available live and free to viewers in more than 240 countries and territories, with no Prime Video subscription required. According to Reuters, the deal marks the end of the traditional rotation between ABC, CBS, Fox and NBC, known as the “Wheel Deal”, which concluded with the 2026 ceremony. While Amazon and the Television Academy have not disclosed the financial terms, Deadline reports that Amazon is paying between $20 million and $25 million annually, putting the reported value of the six year agreement above $120 million.
The move gives Amazon one of television’s most recognisable live entertainment properties while allowing the Television Academy to establish a permanent global distribution partner. The Academy said the 2027 ceremony will continue to take place live in September, while Prime Video will also use its platform and wider services to turn the Emmys into a year round entertainment proposition. Television Academy chairman Cris Abrego said the organisation wanted a dedicated home that could provide “unprecedented global reach”, while Prime Video and Amazon MGM Studios head Mike Hopkins said the partnership would create an opportunity to reach younger audiences and reimagine the ceremony. The deal also reflects the changing economics of television, as streaming platforms increasingly compete for major live events that can attract audiences and advertisers beyond traditional subscription programming.
For Amazon, the Emmy rights strengthen Prime Video’s position in live entertainment at a time when major awards ceremonies are increasingly moving towards digital platforms. Netflix already holds the rights to the Screen Actors Guild Awards, while YouTube is scheduled to become the global home of the Oscars from 2029. The Emmys shift is particularly significant because it removes a major US television institution from conventional broadcast networks for the first time, while the free global model could dramatically expand access to the ceremony in markets where it has traditionally been behind pay television or limited distribution. Reuters notes that the transition comes as traditional television networks face increasing competition from streaming services and changing audience habits. For Amazon, the combination of global reach, free access and a six year commitment offers a platform to turn the Emmys into a larger international cultural event while strengthening Prime Video’s role in the increasingly competitive live streaming market.
