Netflix has introduced a new metric called Monthly Active Viewers (MAV) to more accurately measure the reach of its ad-supported audience. The metric reflects real people watching rather than just account profiles and is defined as members who view at least one minute of ads per month, adjusted for average household size. According to Netflix, ads now reach over 190 million viewers globally, including 4 million in Australia.
Amy Reinhard, Netflix’s president of ads, said MAV represents the next stage in the company’s evolving ad strategy, offering greater transparency and precision. Netflix is also expanding its ad innovation through interactive and modular ad formats, currently being tested in the US and Canada, with a global rollout planned for 2026.
The ad business now operates in 12 countries, serving thousands of advertisers and working with more than 50 measurement partners. Its Netflix Ads Suite provides advanced demographic targeting, LiveRamp data integrations, in-market audience tools, and a planning API that helps agencies forecast audiences in real time.
Netflix has also begun testing Dynamic Ad Insertion for live programming, including WWE and the upcoming NFL Christmas Gameday, allowing personalized ad experiences during broadcasts.
With creative partnerships around shows like Stranger Things and Emily in Paris, Netflix continues to blend storytelling and brand engagement. As it enters its fourth year in advertising, the company is focused on innovation, growth, and redefining how streaming audiences are measured and reached.