The Roku Channel rises to fourth largest U.S. streaming service

The Roku Channel has emerged as a major player in the United States streaming market, ranking as the fourth most-watched streaming service when YouTube is excluded, according to Nielsen reports from July 2026. The service has grown through original programming, licensed content, and integration with Roku hardware.

In August 2026, Looper Insights reported that The Roku Channel led the entertainment streaming apps by Dollar Media Placement Value ($MPV), reaching $199.9 million. It was followed by Prime Video and Tubi. On the program side, Apple TV’s ‘Ted Lasso’ topped the charts for the month.

Overall television viewing saw a seasonal rise, with streaming accounting for 49 percent of all TV viewing. YouTube remains the dominant platform, capturing 14.2 percent of all television time.