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Netflix Introduces Viewer-Based Metric as Ads Reach 190 Million Global Viewers

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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.

Apple to Integrate Google’s Gemini AI Model to Power New Siri, Bloomberg Reports

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Apple plans to use Google’s massive 1.2 trillion-parameter Gemini AI model to power the next generation of its Siri voice assistant, according to a Bloomberg report published Wednesday. The deal, expected to be finalized soon, would see Apple pay roughly $1 billion annually for access to Google’s advanced AI technology.

The partnership marks a major step in Apple’s artificial intelligence ambitions, as it seeks to close the gap with rivals like Microsoft and OpenAI in generative AI. The Gemini model — one of the world’s most powerful — is set to serve as a temporary solution while Apple continues developing its own large-scale AI systems.

Bloomberg reported that the Gemini integration would enable Siri to handle more complex queries, offer improved conversational capabilities, and process natural language more fluidly than before. Apple’s current in-house models are far smaller in scale and capability compared with Google’s.

Neither Apple nor Alphabet has commented on the report. The collaboration underscores the growing trend among major tech firms to partner on AI development, even as they compete fiercely in the space.

Apple’s use of a Google-built AI model mirrors its long-standing partnership with the search giant, whose engine already powers Safari search functions on iPhones — another deal worth billions annually.

Microsoft Signs $9.7 Billion Cloud Deal with IREN to Boost AI Computing Power

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Microsoft has signed a $9.7 billion cloud computing deal with U.S.-based data center operator IREN to expand its artificial intelligence infrastructure and ease ongoing computing bottlenecks. The agreement, which includes access to Nvidia’s powerful GB300 chips, underscores the growing global demand for AI processing capacity.

Shares of IREN surged nearly 25% to a record high following the announcement before settling up around 10%. Dell Technologies, which will supply Nvidia’s advanced chips and related equipment to IREN, also gained about 1%. Under the five-year agreement, Microsoft will use roughly $5.8 billion worth of IREN’s computing hardware and infrastructure capacity.

The deal allows Microsoft to scale its AI operations without immediately building new data centers or acquiring additional power resources — key hurdles that have limited the company’s ability to meet soaring demand for applications like ChatGPT and Copilot. The approach also helps reduce heavy capital spending on rapidly depreciating hardware as newer processors enter the market.

IREN operates data centers across North America with a total capacity of 2,910 megawatts. The Nvidia chips will be deployed in phases through 2026 at the company’s 750-megawatt facility in Childress, Texas, which will include liquid-cooled centers providing 200 megawatts of new IT capacity.

The deal follows Microsoft’s recent $17.4 billion agreement with AI cloud provider Nebius and reflects the company’s strategy to leverage “neocloud” partners such as IREN and CoreWeave to expand capacity. IREN said Microsoft’s prepayment will help fund its $5.8 billion Dell contract, though the deal could be canceled if deadlines are missed.