GoKawiilNielsen: YouTube leads US TV streaming share, ahead of Netflix in July 2026
Nielsen's Gauge report found YouTube captured 14.2 percent of total US television viewing time in July 2026, nearly double Netflix's 7.8 percent share. The data also showed ad-supported services The Roku Channel and Tubi outperforming Peacock and Warner Bros. Discovery's streaming offerings, including HBO Max, on TV screens.
GoKawiil's interpretation of the reporting above, not reported fact.
The figures measure TV viewing time rather than subscriptions or app downloads, suggesting that free, ad-supported and creator-driven platforms may be commanding more household attention than traditional subscription services realize. This could indicate that viewers increasingly treat TV sets as hubs for free content, which may pressure subscription streamers to rethink pricing or ad-supported tiers.
- YouTube held 14.2% of US TV streaming time in July 2026, nearly double Netflix's 7.8%.
- Free ad-supported platforms like The Roku Channel and Tubi outranked Peacock and HBO Max.
- Data reflects TV-only viewing time from Nielsen's Gauge, excluding phone usage and YouTube TV's live channels.
Roku Streaming Stick 4K — Since so much TV time now goes to platforms like YouTube, The Roku Channel, and Tubi, a Roku streaming device puts all of them in one easy interface on your TV. It's a simple way to access the exact free and ad-supported channels driving these viewership trends without juggling multiple apps or boxes.
See Roku Streaming Stick 4K on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.Source: engadget.com — Husain Parvez, 2026-10-26
Published there as: “The most popular streaming platforms in the US might not be what you think”
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