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

webadmin

2025-11-06

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

Netflix (NFLX) announced a new user 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 (MAV) 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.

MAVs also include non-ad tier members who watch the company’s live events, as those titles have ad breaks on all plans. The company’s goal in releasing this data is to provide a more comprehensive picture of engagement for advertisers.

Netflix’s ad-supported tier is currently available in 12 countries.

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 reveal actual subscriber figures for the ad tier or how much revenue it’s 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,” wrote Amy Reinhard, president of advertising at Netflix.

“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.”

The company also used to report global streaming paid memberships, but stopped doing so this year. At end of 2024, Netflix had 301.6 million paid members worldwide.

Bangkok, Thailand - April 25, 2022 : iPhone 13 showing its screen with Netflix application. — Bangkok, Thailand – April 25, 2022 : iPhone 13 showing its screen with Netflix application. · Wachiwit via Getty Images

Wednesday’s announcement comes as Netflix doubles down on its advertising ambitions following a record quarter for ad sales.

In its latest earnings report, the streaming giant said ad revenue is on track to more than double in 2025 from what it described as “a small base relative to the size of our subscription revenue.”

Although the company missed on both profit and revenue last quarter, executives emphasized that advertising remains a key growth driver. They said the ad-supported tier now has a “solid foundation,” fueled by stronger advertiser demand and a US upfront that saw commitments double year over year.