The latest data from Nielsen regarding viewing behavior in the United States has revealed an unexpected shift in the streaming platform landscape; Netflix is no longer the most-watched platform on television sets, as YouTube has taken the lead by a significant margin. According to "The Gauge" report for July 2026, YouTube captured 14.2% of total television viewing time in America, which is nearly double the 7.8% share held by Netflix.
These figures reflect the growing dominance of the streaming sector, which now accounts for 49% of total television viewing time in the United States, placing increasing pressure on traditional channels.
The Rise of Free Platforms and the Decline of Giants
The change in rankings was not limited to the top spot; it extended to fierce competition between paid services and free, ad-supported platforms. The data showed that platforms such as Roku Channel and Tubi outperformed major market names:
- Roku Channel ranked fifth with a 2.9% share, surpassing Peacock, which recorded 2.6%.
- The free platform Tubi achieved a 2% share, outperforming Warner Bros. Discovery services (which include HBO Max and discovery+), which held a 1.4% share.
- Disney services (Disney+, Hulu, and ESPN+) came next with 4.7%, followed by Prime Video with 4.2%.
What is Actually Changing in the Streaming Landscape?
It is essential to note that these statistics are based on actual "viewing time" on television sets, not on the number of subscribers or app downloads. This distinction highlights several technical and economic shifts in the platform market:
First, YouTube's superiority proves that content provided by independent creators has a greater ability to attract viewers than the traditional curated libraries of paid platforms. Second, the success of platforms like Tubi and Roku highlights the strength of the FAST (Free Ad-supported Streaming TV) model, as a large segment of users prefers free content in exchange for watching ads rather than committing to monthly subscriptions.
Despite these shifts, major events still play a role in moving the indicators; the Peacock platform saw a 15% growth in June thanks to World Cup coverage, indicating that live sports content remains a strong competitive advantage for paid platforms.