Netflix Reaches 190 Million Viewers with New Metric, Reshaping Ad Market

Netflix has redefined its audience size. The streaming giant now reports 190 million monthly active viewers. This new metric was announced on November 5, 2025.

It counts anyone watching at least one minute of ads, multiplied by household viewers. This shift dramatically increases Netflix’s reported reach to advertisers overnight.

What the New Netflix Viewer Metric Actually Measures

The new “Monthly Active Viewers” (MAV) metric replaces the older “Monthly Active Users” (MAU) figure. Netflix previously reported 94 million ad-tier users in May. The new number is more than double that previous count.

According to Deadline, the change aims to capture co-viewing within households. A single profile watching an ad now counts every person in the room. This fundamentally changes how advertisers see Netflix’s scale.

Why This Metric Change Matters for the Streaming Industry

Netflix’s pivot signals a broader industry shift. Streaming services are seeking better ways to monetize their content. Accurate audience measurement is crucial for this goal.

The new approach highlights live sports and event viewing. Family shows and shared screen experiences also get a boost. This could force other streamers to adopt similar metrics.

Ad buyers are now recalculating their spending plans. The inflated numbers may affect advertising rates and campaign strategies. Some experts warn about comparing old and new data directly.

Immediate Impact on Advertising and Subscribers

For advertisers, this means a larger potential audience. Brands can now claim reach to nearly 200 million viewers. This makes Netflix more competitive with traditional television.

Subscribers might see more targeted ad experiments soon. The company is testing interactive ad formats for 2026. More precise measurement could lead to better ad experiences.

The streaming landscape is evolving rapidly. Netflix’s new 190 million viewer count sets a new benchmark for the entire industry as competition intensifies.

Dropping this nugget your way

What is the difference between MAV and MAU?

MAU counted individual user profiles. MAV counts every person in a household who might see an ad. This includes people sharing a screen with the primary account holder.

Why did Netflix change its measurement metric?

The company says it better reflects true ad exposure. Traditional metrics undercounted viewership in shared viewing situations. This is common during live events and family viewing.

How does this affect Netflix’s competition with other streamers?

It immediately makes Netflix’s ad-supported tier appear larger. This could pressure competitors to adopt similar metrics. The industry may be moving toward household-based measurement.

Will this change how much advertisers pay Netflix?

Potentially, yes. Larger audience numbers could justify higher rates. However, advertisers will scrutinize the new metric’s validity before adjusting budgets significantly.

Does this mean more people are subscribing to Netflix?

Not necessarily. The increase comes from a changed calculation method. Actual subscriber growth remains separate from this new viewer metric.