Netflix Ad Tier Hits 250M Monthly Active Viewers, Doubling Ad Revenue Projections

Netflix’s ad-supported streaming tier has surpassed 250 million global monthly active viewers, an increase from the previously reported 190 million in November 2024. The platform reports that over 80% of ad plan members actively watch content each week.

A monthly active viewer is defined as a member who has watched at least one minute of ad-supported content on Netflix per month, adjusted for the estimated average number of people in a household using first-party research. The metric replaces the previous monthly active users figure, which was based on profiles watching ads.

The update coincides with Netflix’s projected growth in ad revenue, aiming to double its ad sales to $3 billion by 2026 and reach approximately $9 billion by 2030.

Ad Tier Expansion and Advertiser Growth

During Netflix’s first quarter, the ad tier accounted for over 60% of signups in the 12 countries where it is currently available. As of the end of 2025, Netflix is working with more than 4,000 advertisers, marking a 70% year-over-year increase.

Additionally, Netflix will expand its ad-supported tier to 15 new countries, including:

• Austria
• Belgium
• Colombia
• Denmark
• Indonesia
• Ireland
• Netherlands
• New Zealand
• Norway
• Peru
• Philippines
• Poland
• Sweden
• Switzerland
• Thailand

AI and Personalization in Advertising

During its upfront presentation, Netflix revealed it is testing AI agents to assist advertisers in managing and purchasing ads, as well as adapting existing assets for different formats, such as vertical video ads or pause ads.

The company is also experimenting with new personalized ad loads and frequency caps, which dynamically adjust ads based on viewer behavior. By the end of 2025, Netflix plans to roll out its existing AI capability that matches advertiser creatives with its shows, films, and worlds to every ad-supported region.