The hosts of the home shopping network QVC voted to unionize in the National Labor Relations Board elections that concluded Thursday, clearing the way for presenters to join SAG-AFTRA.
During the election, 37 flight attendants voted to join the National Performers Guild while nine voted against, resulting in about 80 percent support. All full-time and part-time QVC and HSN hosts based at the company’s headquarters in West Chester, Pennsylvania, who work across linear television as well as live broadcast and short-form programming, were eligible to participate.
“The QVC Group hosts are dedicated professionals who have played a key role in making QVC Group a leader in the live social shopping industry,” Sean Astin, president of SAG-AFTRA, said in a statement. “Like everyone, QVC, HSN, and Omni Channel employees deserve fair compensation, AI protection, and a stronger voice in decisions that affect their work. All 160,000 SAG-AFTRA members are proud of these individuals for courageously exercising their right to join a union, and we stand with them as they begin bargaining for their first contract.”
“While we have long believed that a direct relationship with team members is the best approach, we respect the outcome of the election and the right of our hosts to make this choice,” a QVC spokesperson said in a statement. “We will work with SAG-AFTRA on the next steps, and our focus will remain on supporting our employees, delivering for customers, and leading the future of live social shopping.”
The regulatory push has been driven by concerns about generative AI, e.g THR I mentioned previously. SAG-AFTRA said the presenters were concerned about their images, voices and likenesses being published without consent or compensation. Stewards also sought greater job protection, transparency of pay and promotion criteria, and greater voice on the job.
“We believe we should have meaningful input into our role in the future of the network, and that the best way to achieve this is through a formal collective bargaining process,” the stewards said in a petition delivered to management earlier in the summer.
Changes may be on the horizon for those working at QVC. In April, the company that owns the retail programming company filed for Chapter 11 bankruptcy protection with the Securities and Exchange Commission. The development follows 900 layoffs in 2025 as the company shifts to focusing on live shopping on social platforms and streaming in a shift away from its flagging linear TV business.
