LOS ANGELES – A significant transformation is underway for one of television’s most prestigious events, the Emmy Awards. Starting in 2027, the ceremony will be exclusively available on Prime Video, following a landmark six-year agreement between Amazon and the Television Academy. This shift marks the end of a seven-decade tradition of broadcast networks airing the ceremony that honors the best in television.
The announcement, made earlier this week, highlights a broader trend of streaming services increasingly dominating award shows, particularly in the prestigious categories at the Emmys. For over sixty years, the Emmys have been hosted by major broadcast networks, with NBC airing the show for its inaugural year in 1955 and most recently in 2023. Historically, the awards have cycled through ABC, CBS, Fox, and NBC in what was known as the “Wheel Deal” for the past thirty years.
Cris Abrego, chairman of the Television Academy, emphasized the importance of continuity with this new partnership. “Having a single, long-term home starting with next September’s 79th Primetime Emmy Awards may be the biggest change,” he stated. This new arrangement allows for a more cohesive approach, as opposed to the previous rotation that required the Academy to essentially start anew each year.
In a critical stipulation of the deal, the Emmy Awards will continue to be available free of charge, ensuring that no Prime Video subscription is necessary for viewers. This decision aligns with the Academy’s commitment to accessibility, a crucial factor in attracting a diverse audience.
This move mirrors the Academy Awards’ recent transition to YouTube, which was announced in December 2022 and scheduled to take effect in 2029. However, the Emmy’s move to Prime Video is immediate, reflecting the urgent need for change in a landscape where viewership for award shows has been declining.
Mike Hopkins, head of Prime Video and Amazon MGM Studios, expressed enthusiasm for the collaboration: “We’re on the clock, we gotta get rolling.” With awards shows experiencing significant drops in viewership, the Emmys have lagged behind other major ceremonies such as the Oscars and Golden Globes, with recent figures showing a decline to around 7 million viewers, down from a peak of over 20 million.
Both the Television Academy and Amazon believe that this new platform might boost viewership by promoting Emmy nominees through the extensive content library available on Prime Video. Recent Emmy winners like “Widow’s Bay” and “The Studio” are accessible on the platform through a partnership with Apple TV, which could encourage viewers to engage with the nominated shows leading up to the ceremony.
Hopkins further noted the potential to attract a younger audience: “I think we’re going to be able to increase the viewership over time on this show, age it down, actually bring in a younger audience, which I think is a catalyst to growing.” The integration of Emmy promotions with Prime Video’s vast offerings is anticipated to enhance viewer engagement.
Abrego acknowledged that while the shift to streaming is significant, the focus should remain on the quality of content rather than the delivery method. “The Academy has never defined television by how it reaches your screen or even which screen it reaches,” he stated. “The goal is to consistently want to recognize excellence wherever it comes from.”
Live events have been a growing priority for Amazon, which has hosted NFL games and other major events over the past decade. However, scheduling challenges remain, particularly with the NFL’s stronghold on Sunday and Monday night ratings during the Emmy season. This year, the Emmy ceremony faced competition from a highly viewed Monday Night Football game.
While the Emmys will continue to take place in September starting in 2027, Abrego hinted at potential flexibility in scheduling: “We had conversations with Amazon, if we wanted to change that date moving forward with time, we could explore it and we would be open to it.” This adaptability could be crucial in navigating viewership trends and maximizing audience engagement.
