Industry

Netflix has entered the fourth season of its advertising business, expanding globally with thousands of clients and new technological capabilities. The company has rolled out its in-house Netflix Ads Suite across all 12 ad-supported markets and partnered with major programmatic platforms such as Amazon, Google Display & Video 360, and The Trade Desk. It now collaborates with more than 50 global ad measurement firms and has achieved significant scale worldwide.

As part of its growth, Netflix introduced a new measurement system called Monthly Active Viewers (MAV) to better reflect the true reach of its advertising audience. “Our previous measurement didn’t represent all of the engaged people who are in the room watching,”Amy Reinhard, President, Advertising said. MAV calculates how many members watch at least one minute of ads per month, multiplied by the average number of viewers per household. With this new metric, Netflix ads now reach over 190 million Monthly Active Viewers globally.

To enhance ad engagement, Netflix is also experimenting with new interactive and modular ad formats, currently being tested in the US and Canada. These formats adapt dynamically to users’ viewing behavior and are expected to roll out globally by mid-2026. Meanwhile, improvements to the Netflix Ads Suite include expanded demographic targeting, enhanced first-party data integration through LiveRamp, in-market audience options, and new planning APIs to optimize audience segmentation and campaign forecasting.

Finally, the company is broadening its live advertising capabilities through Dynamic Ad Insertion (DAI) for major events like WWE Raw, SmackDown, and the NFL Christmas Gameday. Netflix also announced brand partnerships tied to upcoming hits such as "Emily in Paris", "Stranger Things", and the NFL games. The streamer emphasized that the ads plan provides “a lower-priced option while still delivering an amazing entertainment experience,” reinforcing its commitment to innovation and sustained growth in the advertising space.