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YouTube Dominates TV Streaming, Outpacing Netflix
27 Oct
Summary
- YouTube leads US TV streaming with 14.2% share.
- Free services like Tubi and Roku Channel compete strongly.
- Streaming captured nearly half of US TV time in July 2026.
In July 2026, YouTube emerged as the most-watched streaming platform on US televisions, commanding a 14.2% share of viewing time. This figure nearly doubles Netflix's 7.8% share.
Free streaming services are notably challenging established players. The Roku Channel surpassed Peacock, and Tubi outperformed Warner Bros. Discovery's services. Overall, streaming accounted for 49% of all TV time during July 2026.
Disney's combined services held 4.7% of streaming viewership, followed by Prime Video at 4.2%. The Roku Channel secured fifth place with 2.9%, slightly ahead of Peacock's 2.6%. Tubi's 2% share was enough to beat Warner Bros. Discovery's 1.4%.
Despite its ranking, Peacock saw a 15% increase in TV viewing from the previous month, partly due to World Cup coverage and popular shows like Love Island USA. Tubi and The Roku Channel offer free live channels, shows, and movies with advertisements.
Fox is in the process of acquiring Roku for approximately $22 billion, a deal that was still pending as of October 19, 2026. YouTube also reported substantial growth in podcast viewership on living room devices.
