In the United States, YouTube, not Netflix, was the most-watched streaming platform on television sets. Streaming services that are free in exchange for watching ads are also strengthening their presence, outpacing major paid platforms.

As of Oct. 26, local time, IT outlet Engadget reported that Nielsen data for last July showed YouTube held a 14.2 percent share of total U.S. TV viewing time, about 1.8 times Netflix’s 7.8 percent. Streaming accounted for 49 percent of total TV viewing time.

The survey was compiled based on time watched on TV screens, not subscriber counts or app downloads. Smartphone viewing was excluded, and live broadcasts watched via YouTube TV were classified as terrestrial and cable, and were not included in YouTube’s streaming share.

Disney services combining Disney+, Hulu and ESPN+ posted 4.7 percent, while Amazon Prime Video recorded 4.2 percent. Ad-supported free service Roku logged 2.9 percent, ahead of Peacock at 2.6 percent. Tubi at 2.0 percent was also higher than Warner Bros Discovery, which combined HBO Max and Discovery+ at 1.4 percent. The combined share of Paramount+ and Pluto TV was 2.2 percent.

The Roku Channel and Tubi provide content for free and earn revenue through advertising. The Roku Channel can be used via a web browser or on some smart TVs without a dedicated device. YouTube also operates various revenue models, including paid subscriptions and movie rentals and purchases, as well as creator memberships, in addition to ad-based videos.

YouTube has previously said that monthly podcast playback time watched on living-room devices topped 700 million hours in October last year, up from 400 million hours in the same month a year earlier.

Peacock’s viewing time in July rose 15 percent from the previous month, helped by World Cup coverage and the dating reality show "Love Island USA". Viewing time for the programme in July totalled 4.9 billion minutes.

The tally did not reflect Paramount’s acquisition of Warner Bros Discovery, completed on Sept. 6. Fox’s acquisition of Roku has also not yet been finalised.

In separate August figures released by Nielsen on Oct. 22, YouTube’s share rose to 15.8 percent, keeping it in the top spot.