Amazon wins global rights to stream Emmys in six-year deal

Amazon has secured exclusive, global rights to stream the Emmy Awards under a six-year deal, signaling the event's transition away from traditional US broadcast television. Starting in 2027, the ceremony will stream live for free worldwide, eliminating the need for a Prime Video subscription. The shift signals the evolution of live events as digital platforms gain traction in an era of changing viewing habits.

The move comes as the Oscars also migrate to YouTube for global streaming in 2029. Industry experts note that streaming services align with the sources of creative content that drive the awards, while the BBC plans to comment on the deal. Mike Proulx, Forrester's research director, emphasizes that awards shows no longer belong solely to broadcast television, given the dominant role of streaming platforms in driving industry innovation.

Cris Abrego, chair of the Television Academy, highlights the deal's global reach to over 200 countries, emphasizing the ceremony's potential to unite audiences worldwide. Amazon's head of Prime Video and Amazon MGM Studios, Mike Hopkins, expresses pride in hosting the Emmy Awards globally and emphasizes the platform's commitment to delivering exceptional entertainment to customers worldwide.

The agreement solidifies Amazon's position as a major player in live entertainment events, alongside competitors such as Google, which holds the Oscars rights. Amazon's free broadcast strategy aims to capitalize on its massive global audience, potentially expanding its advertising footprint. This transition marks the first time the Emmy Awards, first held in 1949, will move away from traditional broadcast networks, which have hosted the annual gala since its inception.