YouTube now gets twice as much watch time on U.S. TVs as any other platform

Each month, Nielsen breaks down U.S. watch time on TV screens across all major media distributors. That particular measurement is known as The Gauge, and in recent years, it has shown favorable results for YouTube. Google's video platform typically leads rivals like Netflix, Prime Video, and Disney+ by claiming the biggest watch time share of any single distributor. Even with that context in mind, in the August 2026 edition of The Gauge, YouTube had an especially strong showing. It claimed its biggest watch time share ever -- 15.8% -- as streaming platforms accounted for nearly half of the TV screen traffic recorded by Nielsen. Netflix ranked second in the latest Gauge report with a 7.7% share of U.S. watch time on TV screens. Visit Tubefilter for more great stories.

Last updated Oct 23, 2026 by ATDb automated enrichment