YouTube Becomes the Most Popular Streaming Platform on Televisions

The streaming industry is undergoing a major shift. Data from Nielsen, which tracks content consumption on television screens, shows that YouTube captured 14.2% of American TV viewing time in July 2026. This is a significant result, nearly doubling the 7.8% share held by Netflix. The study focuses exclusively on time spent on television sets, excluding smartphones and computers, which makes YouTube's dominance even more notable. ## The Rise of Free Platforms The Nielsen report highlights another unexpected trend: free, ad-supported services are providing stiff competition to paid giants. For instance, The Roku Channel has surpassed Peacock in terms of viewer time, while Tubi has outperformed major players such as Warner Bros. Discovery services, including HBO Max. This indicates that consumers are increasingly opting for free content, even if it means watching advertisements. Tubi and The Roku Channel offer a wide selection of films and series, proving particularly attractive to users looking to avoid monthly subscription fees. ## A New Market Reality During the study period in July, streaming accounted for 49% of total television viewing time. Disney's streaming services, including Disney+, Hulu, and ESPN+, secured a 4.7% share, while Prime Video held 4.2%. It is worth noting that Peacock saw a 15% increase compared to June, largely driven by sports coverage and popular shows. The market is currently undergoing active consolidation. For example, Fox, which owns Tubi, announced the acquisition of Roku in June, and the merger between Paramount and Warner Bros. Discovery was completed in October. These shifts will continue to reshape the structure of the streaming market. ## Why This Matters YouTube's success is driven by its ability to evolve, offering both free content and premium services. While Netflix relies primarily on a subscription model, YouTube integrates podcasts, independent creator content, and film rental services. This trend is familiar to viewers in Georgia, where YouTube is also one of the most popular applications on television sets. These global market figures confirm that consumers increasingly value flexibility and free alternatives, which will likely influence the pricing policies of streaming platforms in the future.