Overview
- Netflix replaced profile-based monthly active users with monthly active viewers across its 12 ad markets, presenting a people-based reach figure derived from first‑party research.
- MAV includes audiences for live titles such as WWE and can capture non–ad-tier members who encounter commercials during live programming.
- The company is testing interactive video ads in the U.S. and Canada with a global rollout targeted by the second quarter of 2026, and it is piloting dynamic ad insertion on WWE with availability for NFL Christmas games in multiple countries.
- Programmatic buying and measurement are expanding through integrations with Amazon’s DSP, Google Display & Video 360, The Trade Desk, Yahoo and others, along with new and extended partnerships including Kantar, iSpot, Médiamétrie and AudienceProject.
- Executives say ad sales hit a quarterly record and revenue is on track to more than double in 2025, even as industry observers note the household multiplier and one‑minute threshold may complicate comparisons with rival platforms.