The Television Academy is reportedly in discussions to move the annual Emmy Awards ceremony to Amazon Prime Video, potentially ending the long-standing practice of rotating the broadcast among the four major U.S. networks. Sources familiar with the talks have indicated that this shift would mark a significant change in how the event is presented to viewers.
At the 78th Emmy Awards held recently, streaming platforms dominated the winners’ list, accounting for all but one of the trophies awarded. This achievement underscores the growing influence of streaming services in the television industry and may be driving the academy’s interest in transitioning the ceremony to a streaming platform.
A representative for the Television Academy confirmed ongoing conversations about the move but declined to provide further details pending an official announcement. The potential shift aligns with recent trends in awards show broadcasting, following the Academy of Motion Picture Arts and Sciences’ decision to end its decades-long partnership with ABC and relocate the Oscars telecast to YouTube in 2029.
Ratings for live awards shows have declined in recent years, particularly among younger audiences who tend to consume ceremony highlights through social media clips rather than live broadcasts. The Emmys’ viewership has stabilized around 8 million, a marked decrease from previous decades.
The traditional broadcast networks—ABC, CBS, NBC, and Fox—have reportedly expressed dissatisfaction with the current arrangement, as their telecasts have essentially become extended promotions for streaming competitors like Netflix, HBO Max, and Apple TV+. These streaming services invest heavily in prestige programming that resonates with Emmy voters, while broadcast network content often receives limited recognition. During the recent ceremony, the only broadcast network winner to appear on stage was Stephen Colbert, whose CBS late-night show was recently canceled.
A broadcast network executive, speaking anonymously, described the production of the telecast as “a lot of effort and not a lot of return.” Moving the ceremony to Amazon Prime Video could reflect a broader industry acknowledgment that traditional network television has diminished cultural relevance in the current media landscape.
However, relocating the Emmys to a subscription-based streaming service poses potential drawbacks. The ceremony would lose the promotional support typically provided by the broadcast rights holder, which includes advertising on affiliated local stations and morning shows. Although these benefits have lessened in impact due to changing viewing habits, they still contribute to public awareness of the event.
While Netflix has reportedly explored bidding for the Emmys rights in the past, the company was unable to negotiate an economically viable deal. The existing contract is believed to be around $8 million per year. Netflix did acquire the rights to the Screen Actors Guild Awards, now rebranded as the Actor Awards, which commands a smaller profile than the Emmys or Oscars.
Amazon Prime Video has been actively expanding its live event portfolio, primarily in sports. It currently holds rights for the NFL’s “Thursday Night Football” and a significant portion of NBA broadcasts. The streamer also secured the Academy of Country Music Awards in 2022. Adding the Emmy Awards would further cement Amazon’s growing presence in major live event broadcasting.