The number of Netflix's ad viewers has surpassed 190 million.

Netflix Reveals Advertising Viewer Count

Netflix announced on Wednesday that its ads have reached over 190 million active viewers worldwide. The streaming giant introduced a new metric called Monthly Active Viewers (MAV) for calculating viewer numbers, emphasizing that this measurement is based on individuals.

Analysts and investors note that Netflix's ventures into advertising and video games have yet to make a significant impact on its revenue. The company defines MAV as the number of users who have watched at least one minute of ad-supported content and multiplies this figure by the average number of individuals per household based on Netflix's internal research.

This step will allow for a more comprehensive calculation of how many people are truly watching content on the platform.

Netflix has also stepped into live streaming by beginning dynamic ad insertion (DAI) testing during WWE Raw and SmackDown. The company plans to offer this technology for the upcoming NFL Christmas Gameday in the US, Brazil, Canada, Germany, Mexico, and the UK.

Dynamic ad insertion allows Netflix to change specific ads for each viewer in real-time during live broadcasts, with plans to roll out this service in more live broadcasts by 2026. Co-CEO Greg Peters stated that Netflix recorded its best advertising sales quarter in the third quarter and is on track to more than double its ad revenue this year.

Peters emphasized that while ad revenue is still small compared to subscription revenue, Netflix has now established the foundations for the business and sees many opportunities for growth. The Netflix Ads Suite, its own advertising platform, launched in May in the US and Canada and has since become available in 12 ad-supported countries.