The Emmy Awards will make the switch to Prime Video from 2027 onwards, following a six-year agreement reached between Amazon and the Television Academy. This marks the conclusion of a seven-decade tradition where broadcast networks aired the ceremony, signifying a significant move towards streaming services that have been dominating the prestigious categories at the Emmys.
Since 1955, the awards show has been broadcast on one of the four major networks annually. NBC was the first to nationally air the ceremony and hosted it last month. Over the past thirty years, the event rotated yearly between ABC, CBS, Fox, and NBC in what was known as the “Wheel Deal.”
One of the most substantial changes will be establishing a single long-term home for the awards starting with the ceremony next September. Cris Abrego, chairman of the Television Academy, highlighted the importance of continuity, emphasizing that a stable partnership over six years will allow for learning and growth over time.
The Emmy Awards will remain free to watch, as the Academy insisted from the outset. No Prime Video subscription will be necessary to view the ceremony. This move is similar to the Oscars’ agreement revealed in December, which will see the Oscars exclusively streamed on YouTube from 2029, ending a lengthy relationship with broadcast networks. In contrast, the Emmy deal with Prime Video is effective immediately.
Viewership of awards shows has declined significantly in today’s fragmented media landscape, with the Emmys consistently trailing behind the Oscars, Grammys, and Golden Globes despite the acclaim for the honored shows. While the Emmys once attracted over 20 million viewers at its peak, the current viewership hovers around seven million.
The partnership between the Academy and Amazon believes that Prime Video could potentially boost viewership by providing a platform to watch a significant portion of Emmy programming, whether through Prime productions or streaming partnerships. Notably, recent Emmy winners like “Widow’s Bay” and “The Studio” are available for viewing on Prime Video through its collaboration with Apple TV.
Mike Hopkins, head of Prime Video and Amazon MGM Studios, expressed optimism about increasing viewership, appealing to a younger audience over time. He emphasized the promotional opportunities throughout the year to showcase Emmy nominees to customers as a way to engage a broader audience.
While acknowledging the shift towards streaming and its implications, Abrego stressed that the content’s quality is paramount over the delivery method. The Academy’s focus remains on recognizing excellence, regardless of how or where it is viewed.
Live events on Amazon are becoming more common, with the platform prioritizing a blend of live and on-demand content. Hopkins highlighted that live content is a significant focus for Prime Video, building on its history of broadcasting major sports and events.
The Emmy Awards will retain its September slot in 2027, although the agreement does not bind the ceremony to that specific month in subsequent years. Abrego indicated that discussions with Amazon have left room to potentially adjust the date in the future.