Amazon’s streaming giant revives the hit reality series that helped shape Donald Trump’s rise, sparking fresh interest and debate.
Washington, DC, March 11: Amazon Prime Video has officially begun streaming The Apprentice, the reality show that played a pivotal role in catapulting Donald Trump into the national spotlight before his presidency.
Starting March 10, Prime Video will release seven seasons of The Apprentice—specifically, the non-celebrity editions featuring Trump—on a weekly basis, with new seasons dropping every Monday. The show will be available exclusively to U.S. subscribers.
Trump’s Reality Show Revival
The streaming deal marks the return of one of TV’s most famous reality competitions, which first aired on NBC in 2004 and quickly became a cultural phenomenon. Created by Mark Burnett, the series followed aspiring entrepreneurs competing for a coveted job at Trump’s company, featuring the now-iconic phrase: “You’re fired!”
Amazon has not disclosed financial details regarding how much Trump will earn from the agreement, but as an executive producer of the series, he is likely to receive compensation.
In a statement celebrating the show’s return, Burnett said:
“The Apprentice is one of the best shows that I ever produced. The charismatic onscreen presence of President Donald J. Trump made it a bona fide hit. Now, thanks to Prime Video, a whole new audience will experience a new season every Monday.”
Trump also shared his excitement, stating:
“I look forward to watching this show myself—such great memories and so much fun. But most importantly, it was a learning experience for all of us.”
A Show That Defined an Era
When The Apprentice debuted in 2004, it was an instant hit, averaging more than 20 million viewers and ranking in the top 10 most-watched shows that season. The next two installments also performed well, staying within the top 20. However, later seasons saw a decline in viewership, with the final non-celebrity edition in 2010 drawing just 4.7 million viewers.
The show’s success led to a celebrity spin-off, The Celebrity Apprentice, which ran for additional seasons, though these versions are not included in Prime Video’s streaming deal.
A Controversial Streaming Decision?
Prime Video’s move to bring back The Apprentice follows its reported $40 million deal to license a documentary about Melania Trump, adding to the platform’s recent focus on content related to the former first family. The timing also coincides with Trump’s 2024 election campaign, which could reignite debates about the show’s role in shaping his public image.
For Amazon, the revival of The Apprentice also aligns with its broader efforts to expand its unscripted content library after acquiring MGM Studios, which owns the show’s rights. The series is now part of MGM Alternative, a division within Amazon MGM Studios, which acquired Burnett’s production company in 2014.
With The Apprentice returning to streaming, it remains to be seen whether the series will capture a new generation of viewers or simply serve as a nostalgic look back at the show that helped build Trump’s brand before his presidency.