Amazon Prime becomes ‘permanent home’ for Emmy Awards as ‘Wheel Deal’ system ends

Emmys shift from ‘Wheel Deal’ to Amazon Prime

The Emmys are leaving their decades-old broadcast TV rotation behind, with Amazon’s Prime Video set to become the awards show’s exclusive global streaming home from 2027.The Television Academy and Amazon announced a six-year agreement on Tuesday that will make the ceremony available live and free to audiences in more than 240 countries and territories. Furthermore, viewers will not need a Prime Video subscription to watch the show.The ceremony will continue to take place in September, with Prime Video’s rights beginning with the 2027 edition. NBC, owned by Comcast, aired this year’s ceremony on September 14.The deal brings an end to the “Wheel Deal” system under which ABC, CBS, Fox and NBC took turns broadcasting the Emmys. The arrangement has been in place since at least 1994, with the latest eight-year contract expiring this year.Prime Video has been named the “permanent home” of the Emmys in the announcement, marking a departure from the awards show’s long-running practice of moving between the four US broadcast networks.“Television has never been more global, and the Emmys should be a celebration that the world can share,” Television Academy chair Cris Abrego said in a statement.“Having a dedicated home with Prime Video allows us to build on that legacy with unprecedented global reach and a broader commitment to the Television Academy and our mission throughout the year,” he said.The financial terms of the agreement were not disclosed.The move comes as streaming services take a larger role in live television, while traditional broadcast and cable networks face increasing competition as viewing habits shift towards streaming subscriptions. Major entertainment and sports events have increasingly moved to or added streaming platforms, including events whose rights were previously held exclusively by traditional networks.The Emmys’ move is also part of a wider shift among major US awards shows. The Academy of Motion Picture Arts and Sciences announced in December 2025 that Alphabet’s YouTube and YouTube TV would take over media rights to the Oscars from ABC in 2029. Netflix has exclusively aired the SAG Awards since 2024.For Amazon, the agreement adds a major live entertainment event to Prime Video’s existing offering of original films and television programmes, sports and other streaming partnerships.First held in 1949, the Emmy Awards recognise achievements in television acting, production and writing, among other categories. The ceremony has traditionally been a major promotional and cultural event for the US television industry.