The measure of which streamers and titles claimed the most valuable real estate on the top CTV devices told a clear story in July: the FIFA World Cup 2026 was the dominant force of the month. But it was not the only story – scripted drama and genre content also held their ground, with July producing a broader spread of connected TV real estate than the tournament’s scale alone might suggest. A home World Cup changes the brief for U.S. streaming; the question is by how much. The July U.S. Streamer of the Month report explores how those competing forces translated into visibility for the country’s streaming services.
The World Cup claimed the top spots in July’s rankings, with coverage through Fox One, Tubi and Peacock securing prominent placement across devices including Fire TV, Vizio, Google TV and DirecTV throughout the month. Three services, one tournament, every screen in the room. How the World Cup‘s reach through those three services shaped the wider competitive picture is explored further in the July U.S. Streamer of the Month report.
Away from the tournament, scripted content held a steady footprint in July’s rankings. Peacock’s Obsession maintained strong placement on connected TV devices in July, while HBO Max’s House of the Dragon also held its ground in the top ten – proof, if any were needed, that drama doesn’t take a summer break. Both titles pointed to an audience that hadn’t entirely surrendered its evenings to the tournament.
July’s streaming picture unfolded against notable structural movement in the U.S. market. For a month defined by live sport, the boardroom was equally active: Peacock recorded its first profitable quarter, driven in part by the FIFA World Cup and the performance of original programming, while the proposed acquisition of Warner Bros. Discovery by Paramount cleared a major hurdle with EU antitrust approval – a development that, if completed, would reshape the competitive landscape for subscription streaming considerably.
So which services maintained the strongest visibility across U.S. connected TV environments in July, which titles held their ground once the final whistle blew, and how did live sport, scripted drama and the structural shifts reshaping U.S. streaming combine to shape July 2026’s rankings? Full app rankings, title analysis, device insights and industry news are available in the July U.S. Streamer of the Month report.
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