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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

 

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.

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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. 

 

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