Report published May 19, 2026

Goldman Sachs TV Viewership Tracker: Market Trends and Media Stock Analysis (May 2026)

Goldman Sachs · May 19, 2026

This report tracks Nielsen TV ratings and the 'Gauge' for US media, highlighting streaming's 47.6% market share and company-specific viewership trends for firms like DIS, FOXA, and WBD.

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Finvaulta summarizes Goldman Sachs's analysis. Attribute opinions, forecasts, time-sensitive values, and chronology to the issuer and report date; do not treat this page as an independent verification or a current market-data source.

Key Takeaways

1.Streaming maintained its market-leading position with a 47.6% share of total TV usage in March 2026.
2.Cable was the only category to see monthly viewing increases, driven by NCAA basketball and a heavy news cycle.
3.YouTube and Disney remain the top distributors in total TV viewing share at 13.5% and 10.5% respectively.

TV Viewership Tracker: L3 through week ending May 17th, 2026 and March Gauge
L3 Total Day Cable - Week ending May 17th, 2026
March 2026 - the Gauge review
C3 - Week ending May 3rd, 2026
Broadcast primetime: -1% yoy 2Q26-to-date
Broadcast primetime (ex-sports): -8% yoy 2Q26-to-date
Cable primetime: -7% yoy 2Q26-to-date
Valuation, price targets, and key risks
Ratings, coverage universe and related definitions

Report data

Exhibit 1: DIS and VSNT C2Q26-to-date viewership increased QTD at +25% and 16% y/y respectively

Metric	Estimate	Context
Streaming Share of Total TV	47.6%	Market leading position despite monthly volume decline.
DIS Cable Total Day Viewership Change	25%	Ad revenue weighted company average through May 17th.
YouTube Share of Total TV	13.5%	Reclaimed top distributor position.