Netflix has spent three years convincing advertisers it was serious about building an ads business. Now, it’s talking like one that expects to be on every major media plan – not as a novelty but as a line item with weight behind it.
A big part of that push is its reach, which the streamer now describes with a new “Monthly Active Viewers” metric. As it stands, that count comes to more than 190 million globally. The math: subscribers who have watched at least one minute of ads on the platform a month, multiplied by the estimated average of people in a household.
“We always knew that Monthy Actice Users (MAU) was a conservative representation of our reach, because Netflix viewing is oftentimes a very communal experience,” said Netflix’s vp, finance and strategy Mitzi Reaugh. “MAU did not capture any co-viewing, which is why we’re thrilled to share a more complete metric, one that really reflects the scale of our ads business.”
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