{
  "id": 6582540,
  "title": "YouTube Extends Streaming Lead With 14% of TV Viewership in July",
  "url": "https://urgent.news/2026/09/10/youtube-extends-streaming-lead-with-14-of-tv-viewership-in-july",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-09-10T12:00:00.000Z",
  "source": {
    "name": "TheWrap",
    "slug": "thewrap",
    "url": "https://www.thewrap.com/media-platforms/streaming/youtube-viewership-july-2026/"
  },
  "original_language": "en",
  "account": "In July, YouTube maintained its lead in streaming with a record 14.2% share of TV viewership, marking a 6% increase from the previous month, according to Nielsen’s Gauge report. The streaming category's share of TV viewership rose to 49%, a 3.4% increase fueled by the last weeks of the FIFA World Cup. Broadcast and cable networks combined to hold 38.2% of TV viewership, with cable usage declining by 2% month-over-month, primarily due to a 27% drop in sports viewing. Sports accounted for 6% of cable viewership. Overall, TV usage grew by 2.2% between June and July. The top three distributors by share were NBCUniversal (7.1%), Versant (2.1%), and YouTube (14.2%). YouTube's streaming share was boosted by the popularity of \"Love Island USA\" (15% increase) and the World Cup, which accounted for two of the month's top-viewed days. Disney's streaming share increased to 8.9%, up 4% from June, driven by shows like \"The Bear\" and \"King of the Hill.\" Netflix, the second-largest streamer, held the fourth spot with a 7.8% viewership share, trailing behind Fox, which experienced the largest monthly viewership growth (36%) due to World Cup coverage and increased broadcast affiliates. Tubi, Paramount, Warner Bros. Discovery, Amazon, The Roku Channel, Scripps, Weigel Broadcasting, A+E Networks, Hallmark, and AMC Networks rounded out the remaining distribution share.",
  "summary": "The category climbed to an overall share of 49% during the month, per Nielsen The post YouTube Extends Streaming Lead With 14% of TV Viewership in July appeared first on TheWrap .",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}