本报告分析2026年三季度美国流媒体行业趋势，指出竞争框架正从Netflix与其他付费流媒体的竞争，转向专业内容与创作者内容的竞争，YouTube相对付费流媒体及FAST服务持续抢占份额。三季度流媒体整体加速几乎全部由YouTube贡献，其观看时长重新加速，而Netflix增速转负，首次成为所有流媒体中趋势最差的一家，其在美英的市场份额动能减弱，9月降幅尤为明显。Disney DTC是本季度最明显回暖者，重新回到增长并在季末加速；Amazon保持正增长但增速放缓。YouTube全球电视端日观看时长超10亿小时，前100名创作者中过半以电视为主要观看端。此外，YouTube正与部分创作者洽谈独家窗口付费、制作融资及品牌合作分成，并可能减少平台支持。
Barclays' Q3 2026 U.S. streaming trends report argues that the competitive framework is increasingly less about Netflix vs. other premium streamers and more about professional content vs. creator content, as YouTube appears to be gaining versus premium as well as FAST services. Nearly all of the aggregate streaming acceleration in 3Q was attributable to YouTube, whose engagement re-accelerated sharply, while Netflix growth reversed into a decline and, for the first time, posted the worst streaming trends amongst all streamers, with its viewing-share momentum weakening in the U.S. and UK, especially into September. Disney DTC delivered one of the clearest turnarounds, moving back into growth and accelerating into period-end, while Amazon remained in positive territory but moderated. YouTube viewers globally stream over 1bn hours per day on TV screens alone, and more than half of YouTube's top 100 creators now generate the largest share of viewing on TV. YouTube is discussing exclusivity