YouTube, Not Netflix, Takes the Biggest Share of US TV Streaming Time
Nielsen data show YouTube was the biggest streaming platform on US televisions in July 2026 with a 14.2 percent share, nearly double Netflix. Free services The Roku Channel and Tubi also outranked several larger rivals.
The streaming platform that Americans spent the most time watching on their televisions in July 2026 requires no subscription. The finding comes from The Gauge, a ranking by the measurement firm Nielsen that tracks time spent viewing on TV rather than subscriber counts, app downloads or phone viewing. It shows how ad-supported free services are competing with subscription platforms in the US market.
Top of the rankings
YouTube held 14.2 percent of all TV viewing, against 7.8 percent for Netflix. Streaming as a whole made up 49 percent of TV time that month. Live channels watched through the paid YouTube TV service count toward broadcast or cable viewing, so they do not inflate YouTube's streaming figure.
Disney's services (Disney+, Hulu and ESPN+) together took 4.7 percent, and Prime Video 4.2 percent. The Roku Channel was fifth with 2.9 percent, just ahead of Peacock at 2.6 percent. Paramount's services, including Paramount+ and Pluto TV, reached 2.2 percent. Tubi, at 2 percent, outperformed Warner Bros. Discovery's services (HBO Max and discovery+), which had 1.4 percent.
Disney, Paramount and Warner Bros. Discovery each have several services grouped into one figure, while The Roku Channel and Tubi are counted individually. The data predate October 6, when Paramount (now Skydance) acquired Warner Bros. Discovery.
Peacock's rise and the free model
Peacock's TV viewing rose 15 percent from June. World Cup coverage helped, and the reality show Love Island USA drew 4.9 billion viewing minutes in July. Nielsen said it is still assessing the effect of a June change to how it measures Tubi.
The Roku Channel and Tubi offer live channels, shows and movies free, with ads as the tradeoff. Tubi has no paid subscription, while Roku sells optional subscriptions to other streaming services. Fox already owns Tubi and in June agreed to acquire Roku in a deal valued at about $22 billion; on October 19 Roku confirmed the transaction was still pending.
