Observed Signal · Feb 25, 2026 · Audience Milestone · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
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 surpassing broadcast viewership signals a structural shift from linear TV to streaming, affecting ad inventory allocation, measurement standards, media buying strategies and where advertisers prioritize budgets.
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Key Takeaways & Evidence Grounding
- For the third straight month, more Americans watched content on Roku than on all broadcast television combined.
- Nielsen data showed Roku captured 21.4% of U.S. TV time in July while broadcast TV's share was 18.4%.
- The Roku Channel, Roku’s ad-supported service, captured nearly 3% of total U.S. TV viewership.
- Roku’s OS is the top-seller in North America and runs on devices in more than half of internet-enabled U.S. households.
Connected Companies & Entities
4 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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%).
Disney Licenses Slate of Titles to Netflix
Disney and Netflix have reached a licensing agreement to bring a selection of Disney-owned TV shows and movies to Netflix. The slate includes popular franchises like Percy Jackson and the Olympians and the Ice Age films, as well as titles like Will Trent, Shifting Gears, and Felicity. The deal aims to promote upcoming Disney+ seasons and theatrical releases by offering content on Netflix for limited periods. Percy Jackson seasons 1 and 2 will be available on Netflix starting October 4, ahead of the season 3 premiere on Disney+ on November 20. The Ice Age films will also arrive on October 4, before the theatrical release of Ice Age: Boiling Point in February 2027. Additional titles will roll out through early 2027. This move reflects Disney's strategy to leverage Netflix's reach to drive interest in its own platforms and theatrical releases.
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