Video streaming has become one of the biggest forces in entertainment, with platforms competing for viewers through original shows, movies, live sports, user-generated videos, and free ad-supported content.
Netflix remains one of the leading subscription streaming services, but it faces competition from Amazon Prime Video, Disney+, and other platforms. YouTube occupies a particularly strong position because it combines creator videos, music, livestreams, and traditional long-form entertainment.
According to Nielsen’s May 2026 U.S. television viewing data, YouTube led all individual streaming distributors with 13.8% of total TV viewing, followed by Netflix at 8.0%. Disney’s streaming properties accounted for 4.9%, while Amazon Prime Video reached 4.5%.
These figures measure viewing share in the United States. They should not be confused with worldwide subscriber numbers or revenue-based market share.
Top Video Streaming Services by Market Share in 2026
The following ranking uses Nielsen’s reported U.S. TV viewing shares for May 2026, as summarized in its monthly viewing report.
| Rank | Streaming service or group | Share of total U.S. TV viewing |
|---|---|---|
| 1 | YouTube | 13.8% |
| 2 | Netflix | 8.0% |
| 3 | Disney streaming properties | 4.9% |
| 4 | Amazon Prime Video | 4.5% |
| 5 | The Roku Channel | 3.1% |
| 6 | Tubi | 2.3% |
| 7 | Paramount streaming properties | 2.3% |
| 8 | Peacock | 1.8% |
| 9 | Warner Bros. Discovery streaming properties | 1.5% |
| 10 | Other streaming services | 6.6% |
Source: Nielsen’s May 2026 The Gauge and media distributor viewing data, as reported by Nielsen and Cord Cutters News.
Note: Some entries represent groups of services rather than a single subscription platform. The figures show each distributor’s share of all U.S. television viewing, including traditional TV viewing in the overall denominator. “Other streaming services” is an aggregate category, not an individual platform.
1. YouTube: 13.8%
YouTube was the most-watched streaming distributor in the United States in May 2026, accounting for 13.8% of total TV viewing.
Its position reflects a business model that differs from subscription-focused services. Viewers use YouTube for creator videos, music, livestreams, podcasts, gaming content, and increasingly long-form programming on television screens.
YouTube’s combination of free access, advertising, and optional paid subscriptions gives it a broad audience. It also competes for viewing time with traditional television networks and subscription services.
Nielsen subsequently reported that YouTube reached a record 14.2% of U.S. TV viewing in July 2026, demonstrating its continued strength in the market.
2. Netflix: 8.0%
Netflix ranked second in the May comparison, with 8.0% of total U.S. TV viewing.
The platform built its position through original series, movies, international productions, documentaries, and a large licensed-content library. Its subscription model remains central to its business, although advertising-supported viewing has also become part of its strategy.
Netflix’s viewing share does not represent its global subscriber share. It measures the proportion of all U.S. television viewing attributed to the service during the reporting period.
3. Disney Streaming Properties: 4.9%
Disney’s streaming properties accounted for 4.9% of U.S. TV viewing in May 2026.
The company’s streaming portfolio includes Disney+, Hulu, and other streaming offerings. Its programming spans family entertainment, animation, franchises, general entertainment, and selected live sports.
Disney benefits from established entertainment brands and a substantial library of films and series. However, its combined distributor figure should not be interpreted as Disney+ alone: the category includes multiple streaming properties.
4. Amazon Prime Video: 4.5%
Amazon Prime Video accounted for 4.5% of U.S. TV viewing in May 2026, according to the reported Nielsen figures.
Prime Video combines original productions and licensed entertainment with selected live sports. Its connection to Amazon Prime also gives it a different subscription model from services that sell access exclusively for video.
Nielsen reported that Prime Video reached its best-ever TV viewing share of 4.5% in May, helped by The Boys and live sporting events.
5. The Roku Channel: 3.1%
The Roku Channel reached 3.1% of total U.S. TV viewing in May 2026, a new platform high at the time.
Unlike a conventional paid subscription service, The Roku Channel offers a substantial free, ad-supported streaming experience. It provides viewers with movies, television programming, and other content without requiring a standard monthly subscription for its core free offering.
Its performance illustrates why the streaming market cannot be understood through paid subscriber counts alone. Free platforms can capture substantial viewing time and advertising attention.
6. Tubi: 2.3%
Tubi accounted for 2.3% of total U.S. TV viewing in May 2026.
The service focuses on free, ad-supported entertainment, offering a library of films and television programs. Its free access model appeals to viewers who want entertainment without adding another monthly subscription.
Tubi competes with other free streaming platforms for both audience attention and advertising revenue.
7. Paramount Streaming Properties: 2.3%
Paramount’s streaming properties also accounted for 2.3% of U.S. TV viewing in May 2026.
The company’s streaming offerings include Paramount+ and other associated properties. Its catalog spans scripted entertainment, film franchises, reality programming, and selected sports coverage.
The figure represents the relevant streaming properties as grouped in the reported distributor data, rather than a clean measurement of Paramount+ by itself.
8. Peacock: 1.8%
Peacock, NBCUniversal’s streaming service, accounted for 1.8% of U.S. TV viewing in May 2026.
Its catalog includes original programming, films, television shows, and live sports. Sports rights can be particularly important for streaming services because live events attract viewers at specific times rather than relying entirely on on-demand viewing.
Peacock competes with larger global platforms as well as other services focused on U.S. entertainment and sports.
9. Warner Bros. Discovery Streaming Properties: 1.5%
Warner Bros. Discovery’s streaming properties accounted for 1.5% of total U.S. TV viewing in the May comparison.
The company’s streaming portfolio has included HBO Max and Discovery-related offerings. Its entertainment catalog spans premium drama, films, documentaries, reality programming, and other genres.
As with the Disney and Paramount figures, this grouped share should not be treated as a standalone measurement for one particular app.
What These Numbers Tell Us About Streaming in 2026
The rankings highlight three important trends.
First, YouTube is a major competitor to traditional streaming services. Its viewing share was higher than that of Netflix and the other individual distributors in this comparison. Its combination of creator content, music, and long-form videos helps it appeal to a wide range of viewers.
Second, subscription streaming remains highly competitive. Netflix leads the subscription-focused services in this comparison, while Amazon Prime Video, Disney, Paramount, and other entertainment groups continue to attract substantial audiences.
Third, free, ad-supported platforms are increasingly important. The Roku Channel and Tubi demonstrate that viewers do not always need another paid subscription to access a large entertainment catalog.
The broader market is also continuing to shift toward streaming. Nielsen reported that streaming accounted for 48.6% of total U.S. television usage in May 2026. By July, streaming’s overall share had risen to 49.0%. These figures cover the streaming category as a whole, rather than any single service.
Market Share vs. Subscriber Numbers
A platform’s share of television viewing is not the same as its share of streaming subscribers.
| Metric | What it measures |
|---|---|
| TV viewing share | Percentage of all measured TV viewing attributed to a platform |
| Subscriber count | Number of accounts or subscriptions reported by a service |
| Revenue share | Portion of industry revenue generated by a platform |
| Viewer reach | Number of people who watch a platform during a specified period |
For example, a free service can capture a large amount of viewing without requiring paid subscriptions. Meanwhile, a subscription service can have a large worldwide customer base but a smaller share of television viewing in a particular country.
Global comparisons also require care because companies report subscriptions differently. Some figures count household memberships, some include bundled benefits, and some services do not regularly publish comparable subscriber totals.
Frequently Asked Questions
What is the most popular streaming service in 2026?
In Nielsen’s May 2026 U.S. TV viewing comparison, YouTube ranked first with 13.8% of total television viewing. Netflix followed with 8.0%. These figures measure U.S. viewing share, not global subscriptions.
Does Netflix have the biggest streaming market share?
Netflix is a leading subscription video service globally, but it did not lead the May 2026 U.S. TV viewing comparison. YouTube had the largest share of total TV viewing in that dataset.
What percentage of TV viewing is streaming in 2026?
Nielsen reported that streaming accounted for 48.6% of U.S. TV usage in May 2026 and 49.0% in July 2026. The percentage varies by month.
Are YouTube and Netflix directly comparable?
They compete for viewers’ attention, but their business models differ. YouTube combines free, advertising-supported content with optional paid services, while Netflix primarily operates as a subscription entertainment platform with an advertising-supported option in eligible markets.
Which streaming services offer free content?
The Roku Channel and Tubi are prominent free, ad-supported options in the United States. YouTube also offers a large amount of free video content. Availability varies by country.
Final Verdict
YouTube led the U.S. streaming distributor ranking in May 2026, followed by Netflix, Disney’s streaming properties, and Amazon Prime Video. Free services such as The Roku Channel and Tubi also earned meaningful shares of television viewing.
The key takeaway is that streaming success depends on more than subscription totals. Viewing time, advertising reach, original programming, sports rights, and free access all influence how audiences choose where to watch.
Data sources: Nielsen’s May 2026 Gauge report · Nielsen’s July 2026 Gauge report · Cord Cutters News’ May 2026 breakdown
Publishing recommendation: Keep “U.S. TV viewing share” explicit in the chart caption and introduction. If you want a separate global ranking, publish it using a consistent metric such as worldwide subscribers or streaming revenue rather than combining different measurements.
