Amazon Prime Secures Permanent Hosting for Emmy Awards as ‘Wheel Deal’ System Concludes
The Emmys will transition from traditional broadcast television to streaming, with Amazon’s Prime Video set to become the exclusive global streaming home starting in 2027. This six-year agreement, announced by the Television Academy and Amazon, will allow audiences in over 240 countries and territories to watch the ceremony live and free, without requiring a Prime Video subscription. The awards show will continue to take place in September, with Prime Video’s rights commencing with the 2027 edition.
The deal ends the long-standing “Wheel Deal” system, where ABC, CBS, Fox, and NBC alternated broadcasting the Emmys since at least 1994. The latest eight-year contract expired this year. Prime Video has been designated as the “permanent home” for the Emmys, marking a significant shift from the awards show’s previous practice of rotating among the four major U.S. broadcast networks.
Television Academy chair Cris Abrego stated that the Emmys should be a global celebration. He emphasized that having a dedicated platform like Prime Video enhances the ceremony’s reach and aligns with the Academy’s mission throughout the year. The financial terms of the agreement were not disclosed.
This move reflects a broader trend as streaming services increasingly dominate live television. Traditional broadcast and cable networks are facing heightened competition as viewer preferences shift towards streaming subscriptions. Major events, including awards shows, are moving to streaming platforms, with the Oscars set to be streamed on YouTube starting in 2029 and the SAG Awards already exclusively aired by Netflix since 2024. For Amazon, this agreement adds a significant live entertainment event to its existing offerings on Prime Video.
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