QVC and HSN hosts have voted to unionise through SAG-AFTRA, giving them collective bargaining representation as the company reshapes its live-shopping business. The result matters because presenters want formal protections over the potential use of generative AI to replicate their voices, images and likenesses, as well as greater influence over pay and working conditions.

In the National Labor Relations Board election, 37 hosts supported unionisation and nine opposed it, amounting to roughly 80% support. Eligible workers included full- and part-time hosts based at QVC’s West Chester, Pennsylvania headquarters across television, livestream and short-form programming; QVC said it respected the outcome and would work with SAG-AFTRA, while its parent company’s recent bankruptcy filing and 900 layoffs in 2025 provide a backdrop of wider change.