Netflix Releases New Ad Tier Metric, Says It Reaches 190 Million Monthly Active Viewers

Forward of Stranger Issues Season 5 premiering this month, Netflix has a complete new acronym to show its advert reporting the other way up.Right this moment, the corporate introduced a number of promoting updates, together with revealing that it’s utilizing a brand new metric to calculate engagement. Fairly than utilizing Month-to-month Lively Customers (MAU), which centered on profiles interacting on its advert tier, the streamer will now use Month-to-month Lively Viewers (MAV).So what’s MAV? Effectively, since Netflix simply invented it, right here’s what the corporate says:In line with Netflix, the metric encompasses viewers who’ve watched at the least one minute of adverts on Netflix monthly, with the quantity being multiplied by an estimated common variety of individuals inside a family—a quantity Netflix will get from its first-party knowledge. The corporate says it’s a extra full metric. For instance, Netflix’s WWE content material consists of adverts, so viewers who watch WWE however have a non-ad account would now be counted.Utilizing this new calculation, Netflix says it has 190 million MAVs. Beforehand, the corporate reported it had 94 million MAUs. (Once more, MAUs usually are not MAVs.)“We did focus on quite a lot of the acronyms as a result of we needed to make it clearer, and we landed on viewers as a result of we thought it actually captured that co-viewing expertise and allow us to catch that full viewers,” Mitzi Reaugh, Netflix vp of monetary technique, instructed ADWEEK throughout a press name.Whatever the metric it chooses, Netflix has skilled vital development in its advert tier since coming into the market round three years in the past. This yr, Netflix introduced it was on tempo to double its advert income, and ADWEEK beforehand reported that Netflix has round half of its family viewership occurring on its advert tier.“Nothing goes to alter by way of how we’re going to market and promoting in,” Amy Reinhard, Netflix’s adverts president, mentioned throughout the press name. “We’re simply making an attempt to offer extra info for our advertisers and patrons.” Along with the metric replace, Netflix additionally revealed companions for a few of its marquee exhibits and occasions. Among the many highlights, the corporate mentioned Emily in Paris has partnered with Peroni Nastro Azzurro within the U.S. on a 360 marketing campaign. In the meantime, Stranger Issues is teaming up with Doritos on a customized taste, bringing a revival of the ’80s Gatorade Citrus Cooler, partnering with Fiat on a customized Stranger Issues automotive in Latin America, and becoming a member of Nestlé to showcase a limited-edition cookie packaging.Netflix’s NFL Christmas video games are additionally partnering with FanDuel, Verizon, Accenture, and Tide. Moreover, after testing dynamic advert insertion (DAI) with reside occasions akin to WWE Uncooked and SmackDown, the streamer will introduce DAI to its Christmas NFL video games within the U.S., Brazil, Canada, Germany, Mexico, and the U.Okay., with extra DAI coming in 2026.Different advert updates embrace Netflix testing interactive video adverts within the U.S. and Canada, which can roll out globally in Q2 2026 and cater to members’ viewing behaviors whereas permitting advertisers to profit from dynamic templates.The corporate can also be stepping up its focusing on in 2026, with developments in demographic focusing on to incorporate extra classes, akin to family revenue and schooling; a world partnership growth with LiveRamp; and in-market focusing on to achieve customers seeking to buy merchandise. Netflix can also be testing a planning API to assist companies make the most of in-house planning instruments and real-time forecasting throughout demos and geographies.