Spoiler alert: Moving to streaming isn’t enough to fix award show problems.
An “agnostic” partner is hard to find, and that neutrality is difficult to defend when the networks themselves are no longer where a significant part of the audience lives. But dropping an awards show onto a streaming service does not necessarily make the audience grow.
Matthew Rhys at Sunday’s Emmy Awards.
Getty Images
Amazon isn’t new to this — Prime Video has streamed the ACM Awards since 2022, making it the first major awards show to move to a streamer. But the Emmys are a different animal, and not only because they are bigger. Let’s remember also that Amazon has dogs in the TV awards fight.
The Oscars’ deal with YouTube won’t carry quite that same baggage. Google doesn’t yet make prestige television. Prime Video does, campaigning for postapocalyptic drama “Fallout” and fantasy epic “Lord of the Rings: The Rings of Power” like every other studio. If Prime Video ever lands the next “The Marvelous Mrs. Maisel,” the period comedy that once ran the table, rivals will scrutinize every decision around the telecast.
And that could be the real opportunity.
John Mulaney during the 78th Primetime Emmy Awards at the Peacock Theater.
Trae Patton/NBC
But of course, more time does not automatically equate to better time.
Oh, and next year, get John Mulaney to host.
