Netflix Ad Audience Surges to 190 Million as New Viewer Metric Debuts
Netflix announced on Wednesday that ads on its platform now reach over 190 million monthly active viewers (MAVs) worldwide. The streaming giant also introduced a new viewer-based metric to measure ad reach by individuals instead of accounts.
As Netflix expands into advertising and video games, analysts note that these segments have so far contributed modestly to overall revenue. However, the company’s latest update shows rapid growth and a more accurate measurement of viewership impact.
A New Way to Measure Audiences
Netflix defines MAV as the number of users who have watched at least one minute of ad-supported content, multiplied by the average number of people per household — based on internal research. The company said this method provides a “more comprehensive count” of how many individuals actually view content on its platform.
This change reflects Netflix’s broader effort to attract advertisers by offering clearer audience data and enhanced ad performance tracking.
Live Streaming and Dynamic Ads
With its growing focus on live-streaming content, Netflix began testing dynamic ad insertion (DAI) technology during WWE Raw and SmackDown broadcasts this quarter. DAI allows the platform to deliver personalized ads in real time to different viewers watching the same live event.
The company plans to roll out this technology in the U.S., Brazil, Canada, Germany, Mexico, and the UK for the upcoming NFL Christmas Gameday, with broader expansion expected in 2026.
Record Ad Sales and Expansion
Netflix Co-CEO Greg Peters said the company recorded its best ad sales quarter ever in Q3 and expects to more than double its ad revenue this year. While advertising still represents a small portion of total earnings, Peters emphasized that Netflix has now “established the fundamentals” of its ad business and sees significant potential for growth.
The company’s in-house ad platform, Netflix Ads Suite, launched in May across the U.S. and Canada and has since expanded to all 12 countries offering ad-supported plans.
With strong growth in both ad reach and live-streaming innovation, Netflix is positioning itself as a major player in the global streaming ad market.
