In a landmark change, the Emmy Awards will shift from traditional broadcast networks to streaming via Prime Video starting in 2027. This agreement gives Prime Video the exclusive global streaming rights for the ceremony for the next six years. The show will be accessible for live viewing in over 240 countries and territories, and even those without an Amazon Prime subscription will be able to watch.
Why the Shift Happens
The Emmys’ move comes amid falling viewership on broadcast TV. The 78th Primetime Emmy Awards aired on NBC saw nearly a 10% decline in ratings compared to the previous year, though viewership this year did rebound somewhat from a low point. Earlier in 2024, the telecast suffered its lowest audience ever, with just 4.3 million viewers.
Also noteworthy: this will be the first time the Emmys has had a permanent home. For decades, the ceremony rotated among major broadcasters like ABC, CBS, Fox, and NBC. The shift to Prime Video puts the Emmys alongside other awards shows that are making similar streaming transitions—such as the Academy Awards, which will stream on YouTube starting in 2029, and the Screen Actors Guild Awards, currently on Netflix since 2024.
How It Will Work & What’s Still Unknown
The deal ensures global live streaming availability by Prime Video for six years beginning in 2027. Prime Video will operate the platform, and the show will be available even to those who don’t have Prime subscriptions.
However, the financial terms of this deal haven’t been revealed. It’s also unclear exactly how advertising, sponsorships, or audience reach will be impacted by the transition from broadcast to streaming.
Smaller details like whether there will be changes in the show’s production to better suit streaming audiences haven’t been confirmed yet as well.
What This Means
This marks a major turning point for one of television’s biggest awards ceremonies, signaling further erosion of broadcast TV’s exclusivity over live televised events. As more viewers shift to streaming platforms, content owners and show organizers are following. The permanence of the show’s move to Prime Video suggests the Emmys are betting on digital platforms as their long-term home.
Streaming access globally, including for non-Prime users, may help broaden the show’s audience footprint, though retaining broadcast TV viewers may prove challenging. We’ll be watching to see how this affects ratings, the creative choices in ceremony presentation, and the economics behind it.
