YouTube reaches 2026 consumption peak amid linear TV decline

YouTube reached its highest video consumption share of 2026 in July, hitting 23.2% according to Ibope data. This growth marks the platform's fourth consecutive monthly increase, rising from a low of 20.9% in March.

This surge occurred during the final stages of the World Cup, a period that also saw online video segments grow to 38.3% of the market. In contrast, linear television experienced its largest monthly decline of the year, dropping from 63% in June to 61.7% in July.

Other streaming platforms showed varied results: TikTok reached its 2026 peak at 5.4%, while Netflix grew slightly to 5.3%. HBO Max saw its share double to 0.4%, whereas Disney+ experienced a slight decrease to 0.5%.

Beyond market share, the long-term value of digital content is being highlighted. While viral videos drive immediate popularity, educational and instructional content—such as tutorials and webinars—tends to maintain relevance and utility for viewers over much longer periods.