Streaming share of TV ad exposure rises to 22.3% in August
SCOR•Streaming accounted for 22.3% of U.S. television ad exposure in August, up 6.2 percentage points over 12 months, Comscore’s report showed. Broadcast had 43.2% and cable 34.5%.
1. Streaming gains share
Comscore’s August 2026 Score Report showed streaming’s share of U.S. television ad exposure reached 22.3%, up 6.2 percentage points over 12 months. Broadcast retained the largest share at 43.2%, while cable accounted for 34.5%.
2. Platforms and adoption
Streaming’s share rose from 21.1% in June to 21.9% in July. YouTube led streaming ad exposure with 44.4%, followed by Tubi at 11.6% and Hulu at 8.5%. More than 74% of U.S. households streamed on connected TV.
