Overview
- Netflix defines monthly active viewers as anyone who watched at least one minute of ad-supported content in a month multiplied by its estimated viewers per household, including non–ad-tier members who watch live events.
- The viewers metric replaces profile-based MAUs (94 million reported in May), and executives said a previously cited 170 million figure used a different qualifier and is not directly comparable.
- Interactive video ads are in testing in the U.S. and Canada, with a global rollout targeted by the second quarter of 2026.
- Dynamic ad insertion is being tested with WWE now and will be offered for NFL Christmas Day games in the U.S., Brazil, Canada, Germany, Mexico and the UK, with broader live expansion planned in 2026.
- Netflix says it has moved to its own ad-tech stack, added programmatic integrations with Amazon, AJA, Google Display & Video 360, The Trade Desk and Yahoo, expanded measurement to 50+ partners, and plans advanced targeting features in 2026 alongside broader LiveRamp onboarding.