Nielsen: YouTube leads US streaming with 15.8% share

Streaming accounted for 49.6% of all US TV viewing time in August 2026, according to Nielsen. YouTube led with a 15.8% share, ahead of Netflix at 7.7%, Disney at 4.8%, Prime Video at 4.2% and Roku at 2.9%. YouTube's watch time grew 6% month over month.

• Streaming took 49.6% of US TV viewing time in August 2026
• YouTube holds 15.8% share, Netflix 7.7%, Disney 4.8%
• Broadcast and cable each account for under 20% of viewing
• YouTube's total watch time rose 6% month over month