YouTube TV Poised to Overtake Comcast as Largest Pay-TV Provider by 2026

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Comcast’s position as the leading provider of traditional TV service is facing a serious challenge, and it may not stay on top for much longer. Unlike companies like Sears and Blockbuster that failed because they didn’t adapt to change or alienated customers, Comcast isn’t being threatened by a resistance to new technology or controversial decisions. Instead, viewers are simply switching to alternatives, most notably YouTube TV.

According to The Hollywood Reporter, experts at MoffettNathanson predicted YouTube TV would be the leading live TV streaming service in the U.S. by 2026.

How We Got Here

Recently, *Cord Cutters News* published a list of the ten biggest reasons people are canceling cable. These include increasing prices, long-term contracts, and the cost of renting equipment. They also highlighted the convenience of streaming services, while pointing out that you can still watch live TV if you prefer.

Most people in the U.S. are familiar with YouTube, and YouTube TV builds on that popularity. While services like Paramount+, Hulu, and Peacock offer live TV, YouTube TV is unique because it makes it easy to combine different channels into a single package.

YouTube TV hasn’t replaced traditional cable TV; it’s more like it’s evolved from it. YouTube TV itself calls its service “cable reimagined.” Google’s size allows it to invest in new ventures, but traditional cable companies are struggling and breaking apart to stay afloat.

What’s Happening Behind the Screens?

Later this year, NBCUniversal and Comcast will be combining most of their cable and media businesses into a new company named Versant. According to Variety, this move allows NBC to concentrate on traditional broadcasting and streaming services, while giving the remaining media properties an opportunity to thrive independently.

Warner Bros. Discovery announced a similar split planned for the middle of next year.

Unlike other TV companies that are splitting up or expanding into different areas, Google’s YouTube TV is consistently gaining viewers. According to Forbes, there are around 18.2 million subscribers to live TV streaming services, and YouTube TV leads the market with over 40% of them. Disney’s Hulu + Live TV is second, with 4.6 million subscribers. A key factor in YouTube TV’s success is its agreement with the NFL, which lasts until 2029.

Google’s increasing control over how people get their apps and shows hasn’t gone unchallenged. Recently, Paramount and YouTube TV finally agreed to a new multiyear deal after tough negotiations, according to Variety. The previous agreement had ended, and Paramount had cautioned viewers that their shows might have been removed from YouTube TV if a new deal wasn’t reached.

Google and NBCUniversal recently resolved a similar dispute. After reaching an agreement, Matt Schnaars, NBCUniversal’s president of platform distribution & partnerships, stated that they had ensured continued access to all of their TV channels on YouTube TV. They also announced plans to launch Peacock on YouTube Primetime Channels and maintain its availability on Google TV.

This benefits NBCUniversal and Versant, but the question remains: would Google have even taken notice if the situation had unfolded differently?

Who Holds the Remote?

With major tech companies competing to deliver content, viewers are actually the ones in charge. While YouTube TV costs about the same as traditional cable at $82.99 per month, its appeal lies in giving people more control over what they watch. This could lead to continued growth for YouTube TV, forcing older providers to adapt or risk losing customers permanently.

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2025-10-11 18:40