Observed Signal · May 21, 2026 · Measurement Report · Source: Cord Cutters News · Impact: 3/5 · Sentiment: Positive
Roku Channel Hits 3% Share of US TV Viewing
Nielsen’s The Gauge report shows The Roku Channel captured 3.0% of all U.S. television viewing in March 2026, up from 2.9% in February. The data highlights growth in free ad-supported streaming television (FAST) as viewers increasingly use ad-supported, non-subscription options. Competing FAST and streaming services reported March shares including Tubi at 2.2% (flat month-over-month) and Paramount (combined Pluto TV and Paramount+) at 2.2%, up from 2.1% in February. Streaming as a category continues to account for roughly 47–48% of total TV usage. Analysts attribute The Roku Channel’s gains to its integration across Roku devices and smart TVs, content mix (originals, licensed films, live news, niche channels), prominent placement in the Roku interface, and personalization features that drive engagement.
Nielsen audience-measurement showing growth of a major FAST platform indicates meaningful shifts in CTV/streaming viewership and ad-supported inventory dynamics, relevant to advertisers, publishers and platform strategy.
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Key Takeaways & Evidence Grounding
- The Roku Channel accounted for 3.0% of all U.S. television viewing in March 2026, per Nielsen’s The Gauge.
- The Roku Channel’s share increased from 2.9% in February 2026.
- Tubi held 2.2% of total viewing in March 2026, unchanged from February.
- Paramount (Pluto TV + Paramount+) rose to 2.2% in March 2026 from 2.1% in February.
- Streaming as a category represented approximately 47–48% of total U.S. TV usage in recent months.
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Roku Streaming Viewership Surpasses Broadcast TV
Roku announced that for the third consecutive month its platform drove more U.S. TV viewing than all broadcast television combined. Citing Nielsen, the company said Roku captured 21.4% of U.S. TV time in July while broadcast fell to 18.4%. Roku also reported its ad-supported Roku Channel reached a record, capturing nearly 3% of total viewership. Company leaders framed the milestone as evidence that Roku is both a gateway and a destination, pointing to its OS leadership and device presence in more than half of internet‑enabled U.S. households. Nielsen’s broader data noted YouTube as the top single media distributor for six months and highlighted Netflix’s strong performance in July’s streaming charts.
Roku Channel Drives Roku's Shift to Ad-First Platform
The Roku Channel, launched in September 2017, has grown into the top free ad-supported streaming (FAST) service in the U.S., surpassing Tubi in November 2024 (Nielsen) and ranking among the five most-watched U.S. streaming services by mid-2025. Roku estimates the channel reaches 145 million people and reported The Roku Channel accounted for a record ~3% share of all U.S. television viewing by end-2025. Roku’s installed base exceeds 100 million streaming households. In Q1 2026 Roku reported $1.25 billion net revenue (up 22% YoY), with platform revenue of $1.13 billion (up 28%) representing roughly 90% of total revenue; devices revenue was $118 million (down 16%). Q1 2026 advertising revenue reached $613 million (up 27%) and subscription revenue $519 million (up 30%). The article links The Roku Channel’s preinstallation, home-screen placement, curated discovery and owned ad inventory to higher engagement, ad scale, and improved platform margins (platform gross margins ~51–52%).
Roku and Streaming Giants Expand; Roku Channel Hits 3% TV Share
Cord Cutters News published a daily roundup on May 22, 2026 covering recent cord-cutting developments: The Roku Channel reached a milestone 3% share of all U.S. television viewing in March 2026; AT&T announced plans to end DSL and copper phone lines in California next year; YouTube TV made app changes affecting some Roku TVs, Roku players and Fire TV devices; Netflix unveiled enhanced accessibility features; and smaller services like Local Now, Sling TV and Pluto TV added new free channels. The piece is a consolidated industry update linking to individual stories and a companion video.
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