Streaming accounted for nearly half of all television viewing in August, according to Nielsen. YouTube reached a platform-record 15.8% share as overall streaming usage declined.
What We Know: Nielsen’s August 2026 edition of The Gauge found that streaming represented 49.6% of total television viewing. However, overall television usage fell 4.4% as the FIFA World Cup ended and students returned to school. Streaming usage also declined, dropping 3.2% from July, although the category gained share because its decrease was smaller than television’s overall decline.
What The Numbers Show: YouTube led individual media distributors with 15.8% of all TV viewing after its monthly usage climbed 6%. Netflix followed at 7.7%, while Disney’s streaming platforms, including Disney+, ESPN+, and Hulu, combined for 4.8%. Amazon Prime Video accounted for 4.2%. Meanwhile, cable captured 18.9% of television viewing, ahead of broadcast’s 17.5%. The remaining 14% fell into Nielsen’s other category. Disney’s streaming services and Paramount Streaming each gained 0.1 share point during the month.
What’s At Stake: Streaming platforms continue to command a larger portion of television viewing, even during seasonal downturns. YouTube’s record performance also highlights its ability to attract viewers beyond younger audiences, with viewing among adults 50 and older increasing 9%. Meanwhile, cable’s share edged higher despite a 3% decline in usage, while broadcast lost 2.0 share points as sports viewing fell sharply following the World Cup.
What It Means: Streaming’s growing share reinforces its position as television’s dominant viewing category. Still, August’s results show that seasonal programming shifts can influence audience behavior across platforms. YouTube’s gains also underscore its growing influence in the television marketplace, while traditional broadcasters will look to football season to help restore viewing in the coming months.
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