Netflix has crossed a major milestone in its advertising journey, now reaching more than 190 million Monthly Active Viewers (MAVs) globally on its ad-supported plan, according to President of Advertising Amy Reinhard. Wrapping its third “season” of ads and entering its fourth, the company says it has reached critical scale across all 12 ad-supported markets, with thousands of advertising clients and over 50 partnerships with global measurement vendors.
The MAV metric, launched as a new industry-facing benchmark, replaces Netflix’s earlier approach of measuring ad reach by account profiles. MAVs count members who watch at least one minute of ads per month, adjusted by the estimated average number of people in the household, based on Netflix’s first-party research. The new measurement aims to offer what Reinhard called “an accurate, clear, and transparent representation of who their ads are reaching,” adding that “our move to viewers means we can give a more comprehensive count of how many people are actually on the couch.”
Across its ad tech operations, Netflix has now implemented its proprietary Netflix Ads Suite platform in all ad-supported markets and expanded its programmatic capabilities through integrations with Amazon, AJA, Google Display & Video 360, The Trade Desk, and Yahoo DSP. Recent targeting enhancements include advanced demographic segments such as marital status and household income, the rollout of in-market audience tools to reach high-propensity shoppers, and global expansion of its partnership with LiveRamp, enabling first-party audience activation in 10 countries including Australia, France, and Japan.
To improve media planning, Netflix is currently testing a planning API designed to deliver real-time forecasting for agency partners, with full global rollout expected in 2026. The company is also deepening measurement capabilities with regional partnerships including Médiamétrie in France, Macromill in Japan, and Amplified Intelligence in Latin America. In the U.S., it has integrated brand lift tools with Kantar and reach and attribution measurement with iSpot.
Netflix is moving quickly into dynamic ad innovation. In May, it began testing interactive, modular ad formats in the U.S. and Canada. These new formats adjust to viewer behavior and combine creative elements into dynamic templates. Netflix plans to roll them out globally by Q2 2026.
In parallel, the platform is scaling its dynamic ad insertion (DAI) capabilities for live content, which debuted in Q4 with WWE events. DAI will be deployed for NFL Christmas Gameday coverage in the U.S., Canada, Brazil, Germany, Mexico, and the U.K., and further expanded in 2026. Reinhard noted these tools enable “a personalized ad experience during live titles” and create new brand opportunities in real time.
Major brands are already activating around Netflix IP. For “Emily in Paris,” Peroni Nastro Azzurro launched a 360-degree campaign in the U.S. Meanwhile, the finale of “Stranger Things” is being supported by partnerships with Doritos, Gatorade, Target, Fiat, Nestlé, and Unilever across multiple regions. NFL’s Christmas Gameday coverage will feature integrations with FanDuel, Verizon, Accenture, and Tide, among others.
Reinhard concluded: “We know we still have more to do, but we’re energized by the consistent growth and advancements we continue to deliver for our advertisers and members.” With its expanding global reach, maturing tech stack, and increasingly interactive formats, Netflix is betting that its ad-supported business is only just beginning to hit its stride.