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Netflix Introduces Viewer-Based Ad Metric, Signaling Shift in Digital Engagement Measurement

Netflix Introduces Viewer-Based Ad Metric, Signaling Shift in Digital Engagement Measurement

Author:

Global Cryptocurrency

Published:

2025-11-05 20:55:02

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BTCCSquare news:

Netflix has overhauled its audience measurement system, replacing monthly active users (MAUs) with a new viewer-centric metric that tracks ad impressions. The streaming giant's $7.99 ad-supported tier now reaches 190 million monthly active viewers across 12 countries—a figure derived from users watching at least one minute of ads, adjusted for household viewing patterns.

The strategic pivot addresses advertiser demands for granular data, as explained by Netflix's advertising chief Amy Reinhard. Unlike MAUs that counted shared accounts as single entities, the new methodology captures true audience scale—including non-subscribers viewing ads during live events. JPMorgan analysts anticipate this transparency boost will accelerate ad revenue growth.

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