Observed Signal · Jul 28, 2026 · Data Release · Source: Cord Cutters News · Impact: 3/5 · Sentiment: Positive
Streaming Made Up 48.6% of TV Viewing in May 2026
Nielsen's The Gauge reports that streaming accounted for 48.6% of all TV viewing in May 2026, exceeding combined cable (20.4%) and broadcast (19.2%). Nielsen's service-level breakdown shows YouTube at 13.8%, Netflix at 8.0%, Disney services at 4.9%, Prime Video at 4.5%, The Roku Channel at 3.1%, Tubi at 2.3%, Paramount services at 2.3%, Peacock at 1.8%, Warner Bros. Discovery services at 1.5%, and 6.6% from other services. Nielsen noted this was YouTube's highest monthly share and reported a month-over-month increase for Prime Video, which Nielsen attributes to events including The Boys finale, NBA and WNBA games, and two NASCAR races. Nielsen also said typical seasonal declines affected broadcast and cable viewing while sports drove a small uptick.
Nielsen data indicates streaming is now the plurality of TV viewing (48.6%), shifting audience attention away from linear TV; this has meaningful implications for media planning, ad budgets, and CTV ad inventory strategies.
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Key Takeaways & Evidence Grounding
- Nielsen reported streaming accounted for 48.6% of all TV viewing in May 2026.
- Cable accounted for 20.4% and broadcast TV accounted for 19.2% of May 2026 viewing.
- Service-level shares: YouTube 13.8%, Netflix 8.0%, Disney services 4.9%, Prime Video 4.5%, The Roku Channel 3.1%, Tubi 2.3%, Paramount services 2.3%, Peacock 1.8%, Warner Bros. Discovery services 1.5%, other services 6.6%.
- Nielsen reported this was YouTube's highest monthly percentage of viewing and that Prime Video saw a month-over-month increase driven by The Boys finale, NBA playoff games, WNBA games, and two NASCAR races.
Connected Companies & Entities
11 Entities mapped“In Nielsen’s most recent edition of The Gauge, data shows that 48.6% of all TV viewing for May 2026 was on streaming services....”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Nielsen breaks down that 48.6% by service. 13.8% came from YouTube, 8.0% came from Netflix, 4.9% came from Disney services, 4.5% came from P...”
“Cord Cutters News makes money through affiliate partner links: If you click on a link, we may earn a commission. As an Amazon Associate I ea...”
Ontology Mapping & Concepts
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