Core Insights - Netflix's ad-supported tier has reached over 190 million monthly active viewers (MAV) as of October, indicating significant engagement across all markets [1] - The new metric aims to provide advertisers with a clearer understanding of audience engagement by counting viewers who have watched at least one minute of ads [2][4] - The ad-supported tier is currently available in 12 countries, and Netflix has shifted from tracking monthly active users (MAUs) to a more precise measurement of viewers [3][5] Engagement Metrics - The new MAV metric includes non-ad tier members who watch live events, which also contain ad breaks, enhancing the overall engagement picture for advertisers [2] - Netflix previously reported MAUs of 94 million in May, but this figure is less precise due to multiple users potentially sharing accounts [4] - The company has not disclosed specific subscriber figures for the ad tier or its revenue generated thus far [4] Advertising Strategy - Netflix's advertising ambitions are underscored by a record quarter for ad sales, with expectations for ad revenue to more than double by 2025 from a relatively small base compared to subscription revenue [6] - Despite missing profit and revenue targets in the last quarter, executives highlighted advertising as a crucial growth driver, supported by increased advertiser demand and a doubling of commitments in the US upfront market [6]