Overview
- Netflix now reports monthly active viewers, defined as members who watched at least one minute of ad‑supported content multiplied by the estimated average number of people in a household based on its first‑party research.
- The 190 million figure includes audiences for live titles such as WWE programming and can include non–ad‑tier members when live events carry ad breaks across all plans.
- Interactive video ads are in testing in the U.S. and Canada with a planned global rollout by the second quarter of 2026, while dynamic ad insertion is starting with WWE and NFL Christmas games across six countries before expanding to more live titles in 2026.
- Netflix has broadened measurement and programmatic integrations, adding or expanding partners including Nielsen, iSpot, Kantar, Médiamétrie, Macromill, LiveRamp, Yahoo, Amazon, Google Display & Video 360, The Trade Desk and AudienceProject, and its Ads Suite is live in all 12 ad‑supported countries.
- Executives say Q3 was the company’s best ad‑sales quarter and that 2025 ad revenue is on track to more than double from a small base relative to subscriptions, as advertisers evaluate the comparability of the new viewer metric.