Scope of the deal and distribution model

The Emmy Awards, one of the longest-running events in the U.S. television industry, will move under the Amazon Prime Video umbrella starting with the 2027 ceremony. The six-year exclusive global agreement announced Tuesday by the Television Academy and Amazon ends the old model of the show rotating among broadcasters.

Under the new arrangement, Prime Video will make the ceremony available free to all viewers in more than 240 countries and territories. No Prime subscription will be required to watch. The platform’s rights will begin with the 2027 ceremony; the 2026 telecast aired on Comcast-owned NBC on Sept. 14.

  • Deal term: six years
  • Distribution model: global access and free viewing
  • Financial terms: not disclosed

The parties did not disclose the financial size of the contract. Still, the deal shows that major entertainment events are moving to digital platforms not only to grow subscriber bases, but also to reach wider audiences.

Why has the traditional broadcast rotation ended?

The change marks the end of the Emmy Awards’ rotating broadcast model, which had been in place since at least 1994. Under that system, ABC, CBS, NBC and Fox took turns airing the ceremony. The most recent eight-year deal expired this year.

In the announcement, Prime Video was positioned as the permanent home of the Emmys. That means the event will no longer move to a different broadcaster each year, but will instead continue through a long-term rights model on a single digital platform.

Digital platforms are gaining ground in the rights market

The move of the more than 70-year-old awards show from broadcast television to a digital platform fits a broader shift in the U.S. media market. As American viewers move from cable and broadcast channels to streaming services, live-event rights are being repriced and redistributed.

What do similar deals show?

Although the financial terms were not disclosed, recent examples show digital platforms becoming more aggressive in live entertainment and awards-show rights. The Academy of Motion Picture Arts and Sciences reached a deal with Alphabet’s YouTube and YouTube TV in December 2025 for Oscar broadcast rights, which were set to move from ABC in 2029. Netflix has also been exclusively carrying the SAG Awards since 2024.

This picture points to a new balance in media rights, with revenue models shifting away from linear TV advertising toward global reach and direct digital distribution.