Amazon Prime Video is streaming the Emmy Awards for free, breaking its own rule

Published Oct 6, 2026, 11:43 AM EDT Jon is a seasoned journalist who has written definitive coverage of consumer tech at publications like Engadget, Android Authority, and BetaKit. He's an expert on making tech accessible ranging from mobile and PCs to emerging platforms like wearables. When he's not writing, he's going on adventures with ihis family and is an avid photographer. Sign in to your How-To Geek account You won't have to sit in the living room to watch TV shows receiving their annual honors. Amazon and the Television Academy have signed a six-year agreement to make Prime Video the exclusive, free streaming home for the Emmy Awards. The pioneering deal takes effect with the next Emmy ceremony in September 2027. The show will be available to watch worldwide, and the Academy notes there will be "year-round" experiences beyond the main event. The Emmys will still be available on TV. The Academy recently ended an arrangement that rotated conventional coverage between four major U.S. broadcasters (ABC, CBS, Fox, and NBC) each year in favor of long-term pacts. While there were international deals before, they were typically limited to a handful of countries like Australia, Canada, and parts of Europe. Viewers in other markets had to settle for airtime on smaller channels. Sources speaking to Deadline claim the agreement sees Amazon paying between $20 million to $25 million per year, making it worth at least $120 million. Amazon hasn't confirmed the amount. Prime Video leader Mike Hopkins tells the publication that the deal is meant to boost Emmy Awards viewership, particularly with a "younger audience." It also offers more room to "innovate" and give the presentation more "relevance," he adds. Why is Amazon streaming the Emmy Awards for free? It has no choice if it wants access Television Academy chair Cris Abrego explains to Deadline that free streaming was a "non-negotiable" requirement for his organization. Hopkins understood this from the outset, Abrego says. Amazon's executive says he isn't concerned as his company has a "very large ad business." Amazon has historically required Prime Video subscriptions for live events like concerts and the NFL's Black Friday game. The aim, as you'd expect, is to drive membership and reduce the temptation to switch to rival services. Free viewing still helps, however. In addition to generating ad revenue, the Emmy Awards might raise awareness of Prime Video and encourage sign-ups. A six-year deal gives Amazon the chance to build up long-term interest in its service, and could prompt an extension as the audience grows.