About 80 percent of participating presenters supported joining SAG-AFTRA, citing concerns over AI use of their images and likenesses
Hosts for the home shopping network QVC voted to unionize in a National Labor Relations Board election that concluded on Thursday, paving the way for the presenters to join SAG-AFTRA.
During the election, 37 hosts voted to join the national performers’ union while nine voted against, resulting in about 80 percent support. All full-time and part-time QVC and HSN hosts employed at the company’s West Chester, Pennsylvania headquarters, working across linear television as well as livestream and shortform programming, were eligible to participate.
“QVC Group hosts are dedicated professionals who have played a key role in making QVC Group a leader in the live, social shopping industry,” SAG-AFTRA president Sean Astin said in a statement. “Like everyone, QVC, HSN and Omni Channel employees deserve fair compensation, AI protections and a stronger voice in decisions that affect their work.”
AI Concerns Drive Organizing
The organizing drive was fueled by concerns around generative AI, as THR previously reported. SAG-AFTRA said the presenters were concerned about their images, voices and likenesses being deployed without consent or compensation. The hosts also sought greater job protections, pay and promotion standards transparency and a voice on the job.
“We believe we should have meaningful input into our role in the network’s future, and that this is best accomplished through a formal collective-bargaining process,” the hosts said in a petition delivered to management earlier in the summer.
QVC’s Response
“While we have long believed that a direct relationship with team members is the best approach, we respect the outcome of the election and our hosts’ right to make this choice,” a QVC spokesperson said in a statement. “We will work with SAG-AFTRA on the next steps to follow, and our focus remains on supporting our people, delivering for customers and driving the future of live social shopping.”
Broader Context
Changes may be on the horizon for workers at QVC. In April, the company that owns the retail programming company filed for Chapter 11 bankruptcy protection with the Securities and Exchange Commission. That development followed layoffs of 900 employees in 2025 as the company shifted to focusing on live shopping on social platforms and streaming in a shift away from its declining business on linear television.
