Netflix Introduces New Metric, Ads Now Reach 190 Million Viewers Globally

Netflix has rolled out a new viewer-based measurement system called “Monthly Active Viewers” (MAVs), showing that its ad-supported content now reaches more than 190 million viewers globally every month.

The new metric replaces the company’s earlier household-based approach, shifting the focus to individual viewers who watch at least one minute of ad-supported programming within a month. The move gives advertisers a clearer sense of audience size and engagement, aligning Netflix’s data model more closely with industry standards used by other major media platforms.

Netflix also confirmed it has fully launched its in-house advertising platform across all 12 countries where ads are available. The company is expanding its dynamic ad-insertion technology into live events, including sports programming — a sign that Netflix is positioning itself to compete more aggressively for digital advertising budgets.

Analysis / Impact:
This shift marks a key milestone in Netflix’s broader transformation from a subscription-only streaming platform into a hybrid entertainment and advertising powerhouse. With nearly 190 million viewers exposed to ads, Netflix is now a serious contender in the global ad market.

Industry experts say the new system could make Netflix more attractive to advertisers looking for transparency and scale, especially as traditional TV audiences continue to decline. However, success will depend on Netflix’s ability to convert massive reach into consistent ad revenue while maintaining user experience.