Trump’s “The Apprentice” to Stream for First Time on Amazon Prime, Not NBC’s Peacock
Amazon has announced that “The Apprentice,” the reality TV show that helped establish Donald Trump’s public persona before his political career, will begin streaming on Prime Video starting Monday. This marks the first time the show will be available on any streaming platform since it went off the air, with Amazon rather than NBC’s Peacock securing the rights to the program that originally aired on NBC.
The announcement comes following reports of visits to Mar-a-Lago by both Mark Burnett, the show’s creator, and Jeff Bezos, Amazon’s founder and executive chairman, according to Showbiz411. The decision to place the show on Amazon rather than NBC’s own streaming service is particularly notable given Trump’s recent criticism of NBCUniversal.
“‘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!” Burnett said in a press release reported by NBC News. Trump, who served as an executive producer alongside Burnett, added: “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!”
The Show That Launched a Presidency
“The Apprentice” ran on NBC from 2004 to 2017, attracting an average of 20 million viewers weekly and 28 million for the first season finale. The program is widely credited with significantly elevating Trump’s national profile and establishing the persona that would later help him win the presidency in 2016 and 2024.
The show’s format pitted 16 contestants against one another competing for a job working for Trump with a $250,000 salary. Each week, Trump eliminated contestants with his now-famous catchphrase: “You’re fired.” This dramatic boardroom setting helped cement Trump’s image as a decisive business leader in the minds of millions of Americans.
Burnett, who was recently appointed special envoy to the United Kingdom by Trump in December, noted that his other hit show “Survivor” found new fans during the pandemic through streaming platforms. “On Monday, March 10, this same phenomenon will begin again… with ‘The Apprentice,'” he stated in the announcement.
A reality TV time capsule. Travel back to 2004 with Season 1 of The Apprentice, now streaming exclusively on Prime Video. Catch new seasons every week. pic.twitter.com/hUr9wU7FOa
— Prime Video (@PrimeVideo) March 10, 2025
Bezos-Trump Relationship Under Scrutiny
The streaming deal comes amid increasing scrutiny of the relationship between Trump and Amazon founder Jeff Bezos. Bezos attended Trump’s inauguration in January alongside other tech leaders, and has recently made several moves that observers interpret as efforts to align with the administration.
In January, Amazon Prime Video licensed an upcoming documentary about First Lady Melania Trump, reportedly paying around $40 million for the rights. Additionally, Bezos ended the long-standing tradition at The Washington Post, which he owns, of endorsing presidential candidates ahead of the 2024 election.
Last month, Bezos’ decision to redirect the Post’s opinion section to focus only on “personal liberties and free markets” prompted criticism and led to the resignation of the section’s editor, David Shipley. These moves have raised questions about Bezos’ relationship with the Trump administration as his companies continue to navigate regulatory challenges.
Notable Contestants and Controversies
The first season of “The Apprentice,” which drops today on Amazon Prime, features the climactic contest between Kwame Jackson, who finished second, and Bill Rancic, who ultimately won the season and went on to work for Trump. Rancic has remained a supporter of Trump throughout the years.
Jackson, however, has been critical of Trump since the show ended. When his 20-year non-disclosure agreement expired last June, Jackson claimed that Trump was uncomfortable with Black people and had used racial slurs with him—allegations that Trump’s representatives denied.
Season one also introduced viewers to Omarosa Manigault, whose relationship with Trump has fluctuated dramatically over the years. After working on his 2016 campaign and in his administration, she later became a critic and endorsed Kamala Harris in the 2024 election.
NBC Relationship Deteriorates
The decision for “The Apprentice” to stream on Amazon rather than NBC’s Peacock comes amid increasing tensions between Trump and NBCUniversal. Trump recently criticized NBCUniversal chairman Brian Roberts for allowing MSNBC correspondents to be critical of his administration.
Further escalating tensions, Trump’s FCC chairman Brendan Carr announced that the agency’s Enforcement Bureau was opening an investigation into MSNBC over diversity, equity, and inclusion practices. Carr expressed “concern” that Comcast and NBCU are “promoting invidious forms of DEI that do not comply with FCC regulations & civil rights laws.”
In response, Comcast stated it would cooperate with the FCC investigation and asserted that “For decades, our company has been built on a foundation of integrity and respect for all of our employees and customers.”
Historical Context and Public Response
The streaming release allows viewers to watch Trump developing his on-camera persona—skills he later used effectively on the campaign trail and in office. In the first episode, Trump explains how he had gone bankrupt and fought his way back, a narrative that resonated with many voters years later.
It was during production of “The Apprentice” that Trump made his infamous “Access Hollywood” comments about women that surfaced during the 2016 campaign. Despite widespread coverage of these remarks, they did not significantly impact his support among his base.
As “The Apprentice” becomes available to stream, it offers viewers a chance to reassess the show that helped transform a real estate developer and reality TV star into a two-term President of the United States, highlighting the unique intersection of entertainment and politics in American culture.
