Netflix celebrates 3 years with ads and revolutionizes streaming advertising with new metrics

Netflix celebrates three years since the launch of its advertising plan, consolidating itself as a key player in the global advertising ecosystem. With thousands of active advertisers and a presence in 12 countries, the company has deployed its own technological platform, Netflix Ads Suiteand continues to drive innovation with new metrics, tools and formats that redefine streaming advertising.

After having laid the operational foundations of its advertising business, Netflix goes one step further with a new form of media at its disposal: los MAV (Monthly Active Viewers), or monthly active viewers. This metric reflects subscribers who have seen at least one minute of ads in a month, multiplied by the estimated average number of people per household.

Thanks to this change, Netflix estimates that Its ads already reach more than 190 million active viewers around the worldof which 10.2 million are in Spain. The company emphasizes that this metric offers a more accurate and transparent view of its audience, making it easier for brands and agencies to better understand the real impact of their campaigns.

Innovation in formats and segmentation

Netflix is ​​also advancing in advertising innovation, having presented its modular ads in May, capable of adapting to users’ viewing habits through dynamic templates. This month Netflix began testing interactive video ads in the US and Canada, with plans to expand globally in the second quarter of 2026.

The company has also expanded its advanced segmentation tools and its collaboration with LiveRampallowing you to activate your own data in ten countries, including Spain. With the new version of Netflix Ads Suiteadvertisers can segment audiences by specific socioeconomic profile, marital status, such as automotive, tourism or gastronomy.

Netflix is ​​also testing a Planning API that will offer real-time predictions to optimize campaigns by key demographic segments and geographic areas. This tool, currently being tested in the US, will reach the world in 2026.

Measurement and global alliances

In its commitment to transparency, Netflix reinforces its measurement ecosystem with new international partners. Among them stand out:

• In France they are partnering with Médiamétrie to launch a semi-annual measurement of viewers of the plan with ads with the new standardized solution Watch.
• In Japan, the collaboration with Macromill has been extended so that customers can use its record-based BSL solution early next year.
• In Mexico and Brazil, we collaborate with Amplified Intelligence and Alter Agentes (only in Brazil) to analyze the level of attention generated by Netflix ads.
• In the US, Netflix has expanded Brand Lift with Kantar through direct tag-free integrations, and with iSpot to measure reach, frequency and attribution.
• AudiencieProject has been integrated to offer detailed reports to clients in EMEA.

Among other great novelties, there is the dynamic ad insertion (DAI) in live content. Netflix has begun testing this technology with WWE programs and plans to implement it in more titles, including the broadcast of the NFL Christmas gamein markets such as the USA, Mexico, Brazil, Germany and the United Kingdom.

Leading brands and unique experiences

The close of 2025 will bring big premieres and global campaigns. Stranger Things will feature collaborations with Doritos, Gatorade, Target, Fiat, Nestlé y Unilever, while Emily in Paris will add an alliance with Peroni Nastro Azzurro. Additionally, the NFL Christmas game will include sponsorships from FanDuel, Verizon, Accenture y Tide.

This is how Netflix does not forget its audience, offering the advertising plan and maintaining it as an affordable option that maintains the quality of its content. Among its novelties, it stands out «Moments», a function that allows you to save and share favorite scenes from series and movies.

With a combination of more precise metrics, innovative formats and strategic collaborations, Netflix reaffirms its position as a pioneer in the streaming advertising ecosystem. The company is preparing for a fourth season of growth and creativity, in which brands and viewers will continue to be the main protagonists.