Amazon Prime Video wins global Emmy rights in six-year deal

Amazon Prime Video has secured exclusive global rights to stream the Emmy Awards under a six-year deal, the BBC reported. Starting in 2027, the agreement replaces a rotation of the ceremony among major US networks including ABC, CBS, Fox and NBC. Official terms were not disclosed, and the BBC said it had contacted Amazon and the Emmys for comment.

The ceremony will stream live for free worldwide each September, with no Prime Video subscription needed, according to the BBC. Cris Abrego, chair of the Television Academy, said the deal gives the ceremony "unprecedented global reach", allowing audiences in more than 200 countries to watch live. Abrego said in a statement issued by Amazon that "Television has never been more global, and the Emmys should be a celebration that the world can share."

Mike Hopkins, head of Prime Video and Amazon MGM Studios, said the platform is honoured to serve as the "global home" for the ceremony, adding that streaming the show for free delivers "the best entertainment to our customers worldwide." Mike Proulx, research director at Forrester, said the existing setup had become out of sync with modern television, saying the shows driving the industry forward largely originate on streaming platforms while the awards themselves were tethered to broadcast television.

The BBC reported the deal is another sign of live events moving to digital platforms as viewing habits change, citing the Oscars moving to YouTube live globally starting in 2029. The agreement gives Prime Video its first major entertainment broadcast after building a live profile centred on sports, including the NFL's Thursday Night Football, NBA and UEFA Champions League fixtures, according to the BBC. Amazon's latest earnings highlighted strong gains 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 BBC reported.

The BBC reported the deal positions Amazon alongside Google, whose video platform YouTube holds the upcoming Oscar rights. YouTube relies mainly on advertising money, while Amazon is using free live access to attract viewers to its other services, according to the BBC. Moving exclusively to Prime Video ends a rotation across major broadcast networks in place since 1955 and marks the first time the ceremony will leave traditional broadcast television entirely, the BBC reported.