Netflix announced Wednesday that its ads now reach more than 190 million monthly active viewers (MAVs) globally, a new metric that counts actual people instead of accounts or profiles.
The figure marks the first time Netflix has disclosed ad reach in human terms, replacing the prior 94 million monthly active users (profiles) reported in May 2025.Netflix calculates MAVs by taking members who watch at least one minute of ads in a month and multiplying by its estimated average people per household.
The count also includes non-ad-tier subscribers who view live events carrying ads, such as WWE Raw and NFL Christmas games.
Netflix has fully transitioned to its in-house ad-tech stack and opened programmatic buying on Amazon DSP, Google DV360, The Trade Desk, and Yahoo. It is testing interactive video ads in the U.S. and Canada this month and works with over 50 measurement partners.
The 190 million MAV milestone positions Netflix as a major global ad platform, not just a subscription streamer.