Netflix announced that advertisements on its platform now reach more than 190 million monthly active viewers (MAVs) worldwide. The company introduced a new measurement system designed to track individual viewers rather than households or accounts. This marks a significant evolution in Netflix’s growing advertising business as it continues to compete with traditional broadcasters and rival streaming platforms for ad revenue.
Netflix Redefines Its Audience Measurement
The new MAV metric counts the number of users who have watched at least one minute of ad-supported content in a given month. Netflix then multiplies that number by the average number of viewers per household based on its internal research. The company said this approach provides advertisers with a more accurate understanding of how many people are actually seeing ads on its service.
The shift to a viewer-based model aligns Netflix more closely with industry standards used by linear television and digital advertising networks. It also gives the company a stronger position to attract major global brands seeking precise audience insights. By measuring real viewership instead of just account activity, Netflix aims to demonstrate the true scale of its audience reach across multiple devices and regions.
Netflix’s in-house advertising platform, Netflix Ads Suite, launched earlier this year in the United States and Canada and is now available in all 12 markets offering ad-supported subscriptions. Co-CEO Greg Peters noted that the company recorded its strongest advertising quarter to date, adding that ad revenue is expected to more than double by the end of the year. He emphasized that although advertising remains a smaller share of total income, Netflix has now established the core infrastructure needed for long-term growth in the space.
Dynamic Ad Insertion and Live Streaming Expansion
Netflix has also begun testing dynamic ad insertion (DAI) technology during live-streamed events. The system enables advertisers to deliver customized ads in real time to different viewers watching the same program. Initial trials were conducted with WWE’s “Raw” and “SmackDown” during the most recent quarter. The company plans to use the technology for the NFL’s Christmas Gameday broadcasts in the U.S., Brazil, Canada, Germany, Mexico, and the U.K., with broader rollout expected in 2026.
The adoption of DAI demonstrates Netflix’s ambition to integrate more live programming into its catalog, moving beyond on-demand entertainment into areas traditionally dominated by cable and broadcast networks. Live sports and events represent a lucrative opportunity for the streaming service, offering premium ad slots and broader audience engagement.
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For advertisers, the combination of accurate viewer metrics and dynamic ad capabilities opens new possibilities for personalized marketing. For Netflix, it strengthens its position as a hybrid entertainment and advertising platform, capable of serving both subscription and free viewers.
While Netflix continues to generate most of its revenue from paid subscriptions, the company’s focus on building a sophisticated ad ecosystem indicates a strategic shift toward diversified income streams. The introduction of the MAV metric underscores its commitment to transparency and measurable value for advertisers a critical step as competition intensifies in the global streaming market.
