• by Wayne Friedman , Yesterday

For the first time in six months, all the top streaming platforms gained total TV and streaming viewing market share, according to Nielsen Gauge May 2026 results.

Streaming has reached its highest total viewing share ever at 48.6%, with broadcast and cable declining to their near-lowest share levels since Nielsen began its Gauge measurement, at 19.2% share and 20.4% share, respectively.

The top performers also included Amazon Prime Video and Peacock -- both 32% higher in total viewing (to a 4.5% share and a 1.8% share, respectively) -- and The Roku Channel 27% higher and just behind Prime Video with a 3.1% total viewing share.

In May, Amazon Prime Video benefited from its original series “The Boys” and 20 live sports events including NBA playoff games as well as WNBA and NASCAR content.

The Roku Channel had a 13% improvement from its kids and teen-targeted programming.

Streaming leader YouTube grew another 13% year-over-year to a 13.8% share. Premium streaming platform Netflix remains in second place, adding 9% year-over-year to total an 8.0% share.

Streaming's long-term trend of growth acceleration (up 11% from a year ago) has continued, with broadcast down 2.3% and cable 13.4% lower.

Looking at the broader media distributor Nielsen index -- all TV, streaming and digital video platforms under one media owner -- YouTube increased its share lead (13.8%) over Walt Disney (10%), while NBCUniversal (plus Versant Media) was at 8.4% share.

Nielsen says the Gauge and its Media Distributor Index have not yet shifted to account for the ARF DASH-based media-related universe estimates. That release is scheduled to start up this fall. 

This story has been updated.