Streaming Embarks on Annual Summer Ascent in Nielsen's May 2026 Gauge Reports

Streaming Hits 48.6% of Total TV Usage in May

YouTube Leads in Media Distributor Gauge with 13.8% of TV Watch-Time

Amazon Prime Video Achieves Platform Best 4.5% of TV, Boosted by Live Sports and The Boys'

NBC Owns Top Broadcast Telecasts with Kentucky Derby and NBA Western Conference Finals; ESPN Commands Top Six Cable Telecasts

NEW YORK - July 28, 2026 - Streaming usage appeared to begin its summer ascent in May as audiences' time spent streaming increased to 48.6% of total TV watch-time ( 1.0 pt.), according to Nielsen's latest reports of The Gauge and Media Distributor Gauge. Additionally, overall TV usage exhibited a notably smaller monthly decrease compared to previous April-to-May transitions, declining 1% this interval versus 2-4% in prior years.

YouTube recorded a platform-best 13.8% of TV watch-time in May to maintain the largest share of television among all distributors for a third consecutive month. The streamer also captured the largest monthly share gain across both streaming platforms and media companies in May ( 0.4 pts.).

Prime Video saw a 4% increase and captured its best share of TV to date with 4.5% of television usage ( 0.3 pts.). Viewing from audiences aged 18-24 year-old audiences was up 18% on the platform as well, but the bulk of Prime Video's success this month was primarily driven by two factors: (1) the final episodes of its original series The Boys, which generated 5 billion viewing minutes and was the most-watched streaming title of the month, and (2) its coverage of 20 live sports events, including 12 NBA Playoff games, six WNBA games and two NASCAR Cup Series races. The sports events drove 7.5 billion viewing minutes combined on the platform.

Additional streaming highlights included:

Netflix moved back into the No. 4 slot in the Media Distributor Gauge, representing 8.0% of TV usage in May ( 0.2 pts.). Netflix received a boost from acquired series La Brea, which was the second most-streamed title of the month with over 4 billion viewing minutes.

The Roku Channel recorded a new platform best in May with 3.1% of total TV usage ( 0.1 pts.).

Paramount Streaming climbed to 2.3% of TV ( 0.2 pts.) as it exhibited the largest usage gain of the month among streaming platforms with a 7% upswing over April. Increases were driven by the initial episodes of new Paramount original series Dutton Ranch, and library content like Spongebob Squarepants.

Among media distributors, Disney maintained the second largest share of TV in May with 10.0% of total watch-time. ESPN was up 16% and owned the top six cable telecasts in May, driven by its coverage of the NBA Playoffs.

NBCU Versant maintained the third slot in the Media Distributor Gauge with 8.4% of TV viewing ( 0.2 pts.). NBC owned the top two broadcast telecasts in May, including the annual Kentucky Derby with over 18 million viewers, and Game 7 of the NBA Western Conference Finals with over 12 million viewers.

Broadcast and cable viewing exhibited typical April-to-May declines, finishing at 19.2% and 20.4% of TV watch-time, respectively. While broadcast sports viewership rebounded slightly ( 3%), broadcast dramas (-13%) and sitcoms (-10%) were impacted by the conclusion of the broadcast season in the final weeks of the month. On the cable side, despite the NBA Playoffs steadying the sports genre, it could not compensate for the 16% drop in cable news viewership.

The May 2026 interval spanned five weeks, from 04/27/2026 through 05/31/2026. Nielsen reporting follows the broadcast calendar, with weekly intervals beginning on Monday.

NOTE: The Gauge and Media Distributor Gauge (MDG) do not reflect Nielsen's currency TV ratings that inform advertising sales. The Gauge and MDG reflect total TV viewing, which includes both ad-supported and non-ad-supported viewing. Nielsen made enhancements to its currency ratings for advertising in February 2026, with impact data provided to clients and the industry in advance. Nielsen is working on updates to The Gauge and MDG reports to better reflect and include currency enhancements for the Fall TV season, at which time Nielsen will provide additional back data to clients to assist in the transition.

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About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).

Press Contact Lauren Pabst

lauren.pabst@nielsen.com

LINK:	https://www.nielsen.com/news-center/2026/streaming-embarks-on-annual-s...
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