Netflix says ads reached 190 million viewers in October as company rolls out new user metric

Core Insights - Netflix's ad-supported tier has reached over 190 million monthly active viewers (MAV) as of October, indicating significant engagement growth [1] - The new user metric aims to provide advertisers with a clearer understanding of audience reach and engagement [2][4] - The company is focusing on advertising as a key growth driver, with expectations for ad revenue to more than double by 2025 [6] User Metrics - The new MAV metric includes users who have watched at least one minute of ads per month, calculated by multiplying the number of ad viewers by the average household size [1] - Non-ad tier members watching live events are also included in the MAV count, as these events feature ad breaks across all plans [2] - Previous metrics based on monthly active users (MAUs) were less precise, as they could include multiple users from the same account [3][4] Advertising Strategy - Netflix's ad-supported tier is currently available in 12 countries, reflecting its global advertising ambitions [3] - The company has not disclosed specific subscriber figures for the ad tier or its revenue generated thus far [4] - Executives noted that despite missing profit and revenue targets in the last quarter, advertising remains a crucial area for growth, supported by increased advertiser demand [6]