Netflix announced on Wednesday that advertisements on its platform now reach more than 190 million monthly active viewers worldwide, as the company shifts to a new measurement system that counts individual viewers rather than subscriber accounts. The move underscores Netflix’s growing emphasis on advertising as a key revenue stream alongside its core subscription business.
The new metric, called Monthly Active Viewers (MAVs), counts anyone who watches at least one minute of ad-supported programming and adjusts for household size using Netflix’s internal data. The company said the change provides a “more comprehensive count” of how many people are actually viewing its content.
Netflix also reported significant progress in its advertising operations. Co-CEO Greg Peters said the company recorded its best-ever ad sales quarter in Q3 and remains on track to more than double its ad revenue this year. “We’ve established the fundamentals of the business and see a lot of room for growth,” Peters said.
As part of its advertising expansion, Netflix began testing dynamic ad insertion (DAI) during live-streamed WWE Raw and SmackDown events. The feature, which tailors ads in real time for each viewer, will be deployed in six countries — including the U.S., UK, Germany, Mexico, Brazil, and Canada — for the upcoming NFL Christmas Gameday, before rolling out to more live events in 2026.
The company’s in-house Netflix Ads Suite, launched earlier this year, is now available across all 12 markets offering ad-supported plans.