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Emmys Leave Broadcast 'Wheel Deal' for Prime Video
By @sharedot · · 7 pages
- Television
- Emmy Awards
- Streaming
The Television Academy says the Emmys will stream exclusively on Prime Video from 2027 under a six-year deal, ending the broadcast network rotation.
A Historic First: The Emmys Head to Amazon
The Television Academy announced Tuesday that the Emmy Awards will leave network television for Amazon Prime Video, under what it calls a 'landmark six-year agreement establishing Prime Video as the exclusive global home of the Emmy Awards.' Outlets including the East Bay Times and Mercury News, both carrying the New York Daily News wire report by Brian Niemietz, say the ceremony will air on Amazon 'for the foreseeable future.' The Hungarian Conservative reports the deal runs from 2027, with the ceremony continuing to be held and broadcast live each September. Financial terms were not disclosed.
The 'Wheel Deal' Rotation Comes to an End
According to the Hungarian Conservative, the agreement ends the Emmys' longstanding rotation among the four major US broadcast networks — ABC, CBS, Fox and NBC — an arrangement known as the 'Wheel Deal,' which the East Bay Times notes formally allowed the major networks to take turns hosting the show. The Mercury News and East Bay Times report the transition comes at the end of that rotation, concluding with this year's ceremony. It is a first in the awards' modern history: a ceremony first held in 1949 will no longer appear on any US broadcast network.
Why Now: Ratings Down Nearly 10%
The exit follows a weak showing for the most recent telecast. According to the East Bay Times and Mercury News, ratings for last month's 78th Primetime Emmy Awards, hosted by Mariska Hargitay, were down nearly 10% from 2025, and NBC said 6.7 million viewers tuned in. The Daily News wire report notes that not even a pre-taped Taylor Swift appearance drew viewers — Swift attended the Monday Night Football game airing opposite the ceremony. The Hungarian Conservative adds context: streaming platforms have expanded into major live events as audiences shift toward digital services, and the Academy Awards announced last year that the Oscars would move from ABC to YouTube from 2029.
Free, Global, and Big for Amazon
Television Academy Chair Cris Abrego framed the switch as a way to reach more households. 'Television has never been more global, and the Emmys should be a celebration that the world can share,' he said, adding that 'Prime Video audiences in more than 200 countries will be able to experience the Emmys live with no subscription required.' Amazon said the event will remain free to viewers worldwide with no Prime Video subscription needed, per the Hungarian Conservative, which also notes the deal gives Prime Video another major live entertainment property as Amazon expands into sports and live programming.
What the Night Itself Looked Like
The ceremony Prime Video inherits was dominated by streaming and cable prestige. The East Bay Times and Mercury News report that HBO's medical drama 'The Pitt' won 25 awards, followed by the comedy 'Hacks' with 24 trophies, while Apple TV scored big with 'Pluribus' and 'Widow's Bay' honored in multiple categories.