YouTube topped US TV viewing as free streaming services gained share
YouTube was the most-watched streaming platform on US televisions in July 2026, ahead of Netflix, while free services The Roku Channel and Tubi also outperformed some major subscription rivals. The figures show how much viewing time is going to ad-supported platforms, but they measure TV use rather than subscribers or viewing on phones.
Nielsen’s Gauge put YouTube at 14.2 per cent of television viewing and Netflix at 7.8 per cent; streaming made up 49 per cent of all TV time. Disney’s services together had a 4.7 per cent share, followed by Prime Video at 4.2 per cent, The Roku Channel at 2.9 per cent, Peacock at 2.6 per cent, Paramount’s services at 2.2 per cent, Tubi at 2 per cent and Warner Bros. Discovery’s services at 1.4 per cent. The figures precede Skydance’s acquisition of Warner Bros. Discovery and Fox’s proposed roughly $22 billion purchase of Roku.
In short
- YouTube led US TV streaming with a 14.2 per cent share.
- Free services Roku Channel and Tubi beat several paid rivals.
- Nielsen’s figures track TV viewing, not subscriptions or phone use.
Explained simply
Streaming services compete for a share of the time people spend watching television. Some charge a subscription, while others, including YouTube, The Roku Channel and Tubi, offer viewing for free with adverts.
Nielsen measures what people watch on US television sets, including the share of total TV viewing going to each service. These figures do not count subscribers or show viewing on phones and other devices, so they offer one measure of reach rather than a complete picture of each service’s audience.
The results matter because they show how television viewing is divided between traditional channels and streaming, and among the services themselves. They also put subscription-based rivals alongside free, advert-supported services in the same comparison.
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Originally published by Engadget as “The most popular streaming platforms in the US might not be what you think”.