Amazon Wins Global Rights to Stream Emmys in Six-Year Deal
Amazon Prime Video has secured exclusive global rights to stream the Emmy Awards under a six-year deal, ending the ceremony’s run on traditional US broadcast television.
Starting with the 2027 ceremony, Prime Video will stream the Emmys live and free worldwide each September, with no Prime Video subscription required. The agreement ends the traditional rotation among ABC, CBS, Fox and NBC.
Amazon’s Emmys Deal Ends the ‘Wheel Deal’
The Television Academy and Prime Video announced the agreement on October 6, 2026. Financial terms were not disclosed.
The deal replaces the Television Academy’s long-running “Wheel Deal” arrangement, under which the ceremony rotated among the major US broadcast networks. The 2026 telecast, which aired on NBC, was the final ceremony under that system.
The shift comes as major live entertainment events increasingly move to streaming platforms. The Oscars, for example, are scheduled to begin a global live stream on YouTube in 2029.
Mike Proulx, research director at Forrester, said the previous arrangement had become out of step with the way television is now consumed.
“The shows driving the industry forward largely originate on streaming platforms, yet the awards themselves were tethered to broadcast television,” Proulx said.
He added that Prime Video’s position as a major streaming service made it a logical home for the Emmys’ next phase.
Emmys to Stream Free in More Than 200 Countries
Cris Abrego, chair of the Television Academy, said the agreement will give the ceremony global reach, with audiences in more than 200 countries able to watch live.
“Television has never been more global, and the Emmys should be a celebration that the world can share,” Abrego said in a statement issued by Amazon.
Mike Hopkins, head of Prime Video and Amazon MGM Studios, said the company was honoured to serve as the “global home” for the ceremony.
“Streaming the Emmys free on Prime Video is another way we’re delivering the best in entertainment to our customers worldwide,” Hopkins said.
Amazon said the service will make the ceremony available in more than 240 countries and territories.
Amazon Expands Its Live Entertainment Profile
The agreement gives Prime Video a major entertainment awards show after expanding its live programming through sports, including the NFL’s Thursday Night Football, NBA games and UEFA Champions League fixtures.
Amazon’s second-quarter 2026 earnings report highlighted strong viewership for its inaugural NBA season. Game 7 of the Eastern Conference Semifinals peaked at 6.5 million US viewers, according to the company.
The Emmys deal also places Amazon alongside Google, whose YouTube platform is scheduled to become the global streaming home of the Oscars in 2029.
Prime Video’s free access to the Emmys could give Amazon an opportunity to attract a large international audience while expanding its advertising reach.
A New Era for the Emmy Awards
The move ends a decades-long relationship between the Emmys and traditional broadcast television. The awards were first held in 1949 and recognise achievements across television.
Beginning in 2027, the ceremony will have a single global streaming home on Prime Video, while remaining free to viewers without a subscription. The agreement is set to run for six years.