Cable TV Viewership Hits Record Low in July 2026 as Roku Channel Rises to Fourth Largest Streaming Service

Cable television viewership dropped to an all-time low in July 2026, accounting for only 18.7% of total TV viewing, a significant decrease from 22.2% in July 2025. Concurrently, Roku's The Roku Channel, in combination with Tubi, is projected to become the fourth most-watched streaming service in the United States, highlighting a major shift in audience consumption habits.