BC
BRANT COLLINS

CREATIVE
PRODUCER

Creative producer with 20+ years in broadcast and TV news. I help creators and the brands who work with them go pro.

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BY THE NUMBERS
15.8%
YouTube share of US TV viewing
Netflix 7.7%, broadcast 17.5%
Nielsen The Gauge, via Tubefilter, August 2026
7.7%
Netflix share of US TV viewing
About half of YouTube's share
Nielsen The Gauge, via Tubefilter, August 2026
$44B
US creator ad spend, projected
$37B in 2025
IAB, via Marketing Dive, 2026
$217.3B
Global creator economy, estimated
Study forecasts $1.2T by 2033
Paris Creator Week study, via Variety, 2026
SHARE OF US TV

Who gets the screen time

Streamers and services, August 2026

YouTube15.8%
Netflix7.7%
Disney (Disney+, ESPN+, Hulu)4.8%
Prime Video4.2%
The Roku Channel2.9%
Paramount (Paramount+, Pluto)2.3%
Tubi1.9%
Peacock1.6%
Warner Bros. Discovery (HBO Max)1.4%

YouTube share of US TV, 2026

11%12%13%14%15%16%17%12.5%Jan13.5%Mar13.4%Apr13.8%May14.2%Jul15.8%Aug

Share of all US TV viewing time. Apple TV is not reported separately by Nielsen. Months without a point had no figure in the data used. Nielsen changes its method from September, so later months may not compare directly. Source: Nielsen, The Gauge.

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Run of Show card: Netflix and Disney Are Poaching YouTube Creators
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Netflix and Disney Are Poaching YouTube Creators
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