Netflix says ads reached 190 million viewers in October as company rolls out new metric

"Netflix ( NFLX) announced a new platform metric on Wednesday, stating in a blog post that its $7.99 ad tier, now three years old, has reached "critical scale in all markets," with ads on its platform reaching more than 190 million monthly active viewers (MAVs) in October. The new metric encompasses members who have watched at least one minute of ads on Netflix per month. The number is then multiplied by the estimated average number of people per household, as determined from Netflix's first-party research."

"Netflix previously tracked its ad performance through monthly active users, or MAUs - a metric that differs from paid subscriptions. Because MAUs can include multiple people using the same account, it offered a less precise measure of engagement and monetization, according to the company. Netflix reported MAUs of 94 million in May. Of note: The company has yet to disclose actual subscriber figures for the ad tier or how much revenue it has generated so far."

""After speaking to our partners, we know that what they want most is an accurate, clear, and transparent representation of who their ads are reaching," Netflix president of advertising Amy Reinhard wrote. "Our previous measurement (which was based on account profiles) didn't represent all of the engaged people who are in the room watching," she said. "Our move to viewers means we can give a more comprehensive count of how many people are actually on the couch.""

Netflix's ad-supported $7.99 tier reached more than 190 million monthly active viewers (MAVs) in October. MAVs counts members who watched at least one minute of ads per month, then multiplies by an estimated average number of people per household from Netflix's first-party research. MAVs also include non-ad-tier members who view live events because those titles include ad breaks on all plans. The ad-supported tier is available in 12 countries. Netflix previously measured ad reach with MAUs, which can count multiple people per account and provide a less precise engagement metric. Netflix reported 94 million MAUs in May, has not disclosed ad-tier subscriber counts or revenue, and had 301.6 million paid members worldwide at the end of 2024.

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