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Surprise spread as 190 million viewers were counted under Netflix’s new ad metric this week. The timing matters because advertisers are deciding 2026 media plans now and Netflix’s shift changes who gets counted. Netflix says the monthly active viewers (MAV) figure multiplies one-minute ad viewers by household size, producing a far larger audience than prior profile-based MAUs. That claim redraws the scoreboard for ad inventory and could boost rates for live and event programming. Will Madison Avenue accept Netflix’s new math, or will buyers keep pressing for independent verification?
What Netflix’s 190 million figure means for advertisers today
- Netflix announced the household-based MAV on Nov. 5, 2025; impact: larger ad reach.
- MAV counts viewers watching ≥1 minute of ads; impact: audience inflated vs profiles.
- Netflix reports 190 million MAVs across 12 ad-tier countries; advertisers may pay more.
Why Netflix’s metric change hits advertisers in the middle of 2025 buying cycles
Netflix rolled out MAV as upfront and planning talks accelerate, giving sales teams a bigger number to sell. Buyers set budgets now for next year; a larger reach figure can shift media dollars toward Netflix and away from traditional TV. The change also arrives as Netflix ramps live inventory – NFL windows and WWE – where household co-viewing matters most. If agencies accept MAV, CPMs could rise for big-event slots; if they don’t, negotiations may get tougher and more granular. Who wins depends on measurement trust this quarter.
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“We can give a more comprehensive count of who’s actually on the couch,” Netflix’s advertising president said, pitching MAV as clearer for brands. Some media buyers welcomed a household lens for live events, saying co-viewing matters for reach. Others warned that the one-minute threshold and internal household multipliers need independent audit before they drive big buys. Will agencies demand Nielsen-or-third-party reconciliation, or will they trade on the new headline number? Expect negotiation, not instant acceptance.
What the numbers show about Netflix ad growth since May 2025
Netflix previously reported 94 million monthly active users in May 2025; MAV pushes that to 190 million viewers using household multipliers. The company also says it now works with dozens of measurement vendors and thousands of advertisers, and it plans new interactive ad formats globally by Q2 2026. These moves point to a deliberate ad-scale play – but independent verification will determine whether the math sticks with buyers.
The key figures advertisers will quote – and fight over – after this reveal
| KPI | Value + Unit | Change/Impact |
|---|---|---|
| Monthly active viewers | 190 million viewers | Household multiplier raises reported reach |
| Monthly active users | 94 million profiles | Prior profile-based benchmark (May 2025) |
| Advertising partners | thousands of advertisers | Expanded programmatic and measurement deals |
Netflix’s household-based MAV nearly doubles its advertised audience versus profile-based MAU.
What will Netflix’s 190M metric mean for advertisers and viewers in 2025?
Advertisers face a choice: accept Netflix’s MAV and pay for a larger claimed audience, or insist on third-party validation before shifting spend. If MAV becomes industry-accepted, streaming CPMs for live and tentpole series could rise, reshaping where brands put holiday budgets. Consumers may see more targeted interactive ads sooner as Netflix tests formats through 2026. Which outcome fuels more ad dollars – bold internal metrics or independent scrutiny – remains the debate advertisers must resolve. Are you ready to pay for Netflix’s bigger audience?
Sources
- https://deadline.com/2025/11/netflix-ads-1236606573/
- https://variety.com/2025/tv/news/netflix-advertising-changes-monthly-active-viewers-not-users-1236569994/
- https://www.hollywoodreporter.com/business/business-news/netflix-190-million-ad-tier-viewers-worldwide-1236418988/
Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.