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Amazon Prime Video will become the exclusive global home of the Emmy Awards from 2027 under a six-year agreement with the Television Academy, moving one of US television’s most established awards ceremonies away from its traditional broadcast-network rotation.
The Emmys will stream live on Prime Video each September in more than 240 countries and territories. The ceremony will not sit behind a subscription paywall, with viewers able to watch without a Prime membership.
The agreement replaces the Television Academy’s longstanding “Wheel Deal”, under which the ceremony rotated between ABC, CBS, FOX and NBC. That arrangement concluded with the 2026 telecast, which aired on NBC on September 14.
For Amazon, the agreement gives Prime Video a globally recognised live event capable of attracting audiences beyond its existing subscriber base. Making the Emmys free to watch also gives the company an opportunity to introduce viewers to the Prime Video platform without requiring them to begin a paid relationship.
Mike Hopkins, head of Prime Video and Amazon MGM Studios, said the company would serve as the global home of the Emmys for the next six years. The agreement also extends beyond the annual ceremony, with Prime Video set to use its wider services to support Television Academy programming and audience engagement throughout the year.
The Television Academy gains a dedicated distribution partner with international scale. Chair Cris Abrego said the relationship would give the awards broader global reach and support a more continuous connection with audiences beyond the annual ceremony.
The strategic significance lies in the shift from rotating US broadcast networks to a single technology-led global distribution platform. The Emmy Awards date back to 1949, but the new agreement places their future distribution firmly within the streaming economy.
Amazon is also adding another major live property to an entertainment operation that already spans streaming, film and television production and live sports. Prime Video carries programming including NFL Thursday Night Football and NBA coverage, giving Amazon experience in attracting large audiences around scheduled live events.
The announcement did not disclose financial terms. Its structure nevertheless gives both organisations greater continuity: the Television Academy receives one global partner for six years, while Amazon gains an established entertainment institution capable of drawing viewers directly into the Prime Video environment.
The decision reflects a broader strategic issue for media companies as streaming platforms compete with traditional broadcasters for programming capable of generating simultaneous viewing. Live events are particularly valuable because they can encourage audiences to use a platform at a specific time rather than consuming content entirely on demand.
Amazon’s decision to remove the subscription requirement is therefore notable. Instead of treating the Emmys solely as premium programming for existing Prime members, the company can use the ceremony as a global showcase for Prime Video and its wider entertainment offering.
The six-year duration also gives Amazon time to develop the relationship rather than treating the Emmys as a one-off content acquisition. Prime Video and the Television Academy have said the partnership will include year-round experiences intended to increase engagement with television programming and the awards.
The 2027 ceremony will therefore represent more than a change of broadcaster. It will test whether a major entertainment institution built during the broadcast era can achieve greater global reach through a single streaming partner, while giving Amazon another opportunity to turn high-profile live programming into a strategic advantage for Prime Video.