Amazon secures global streaming rights for Emmys in six-year agreement

Amazon Prime Video has obtained exclusive global rights to stream the Emmy Awards under a six-year agreement, which will conclude the ceremony's broadcast on traditional US television. The new arrangement will begin in 2027 and will replace the previous system that rotated the gala among major networks such as ABC, CBS, Fox, and NBC. The ceremony will be available for free streaming worldwide each September, without requiring a Prime Video subscription. Official terms of the deal were not disclosed. The BBC has reached out to Amazon and the Emmys for comments. This development reflects a broader trend of live events transitioning to digital platforms as audience viewing habits change. For instance, the Oscars are set to move to YouTube live globally starting in 2029. Mike Proulx, research director at Forrester, noted that the previous setup was misaligned with contemporary television trends, stating, "The shows driving the industry forward largely originate on streaming platforms, yet the awards themselves were tethered to broadcast television." Cris Abrego, chair of the Television Academy, commented that the deal provides the Emmys with "unprecedented global reach," enabling audiences in over 200 countries to watch live. Mike Hopkins, head of Prime Video and Amazon MGM Studios, expressed that the platform is honored to be the "global home" for the ceremony and emphasized that streaming the show for free offers "the best entertainment to our customers worldwide." This agreement is significant for Amazon, marking its first major entertainment broadcast following its focus on live sports, including the NFL's Thursday Night Football and NBA games. Amazon's recent earnings report showcased substantial growth in live viewership, including record ratings for its inaugural NBA season, which peaked at 6.5 million viewers for Game 7 of the Eastern Conference Semifinals. The Emmys deal positions Amazon alongside Google, which holds the upcoming Oscar rights through YouTube. While YouTube primarily operates on an ad-supported model, Amazon is utilizing free live access to attract large global audiences to its broader ecosystem. This transition to Prime Video is notable for the Emmys, as it ends a rotation among major legacy broadcast networks that has been in place since 1955, marking the first time the gala will completely leave traditional broadcast television. The Emmys, first held in 1949, recognize achievements in acting, writing, and production, serving as a key showcase for the global television industry.