Netflix is aiming to ensure that its advertising experience becomes just as personalized, relevant, and dynamic as the highly individualized recommendations that shape what viewers watch on its platform. This ambition reflects the company’s broader philosophy of tailoring every user interaction, seeking to replicate in advertising the same data-driven precision that has long defined its content discovery engine.
Amy Reinhard, Netflix’s president of advertising, emphasized this vision in remarks delivered on Wednesday. She noted that audiences have come to expect groundbreaking innovation from Netflix, a company whose creative and technological advancements over the past twenty-five years have consistently redefined entertainment consumption. Reinhard expressed particular excitement about new formats that are both interactive and modular—technologies she believes mark the beginning of a deeper personalization journey for Netflix’s advertising division. These new ad models, she explained, will not only allow viewers to engage with brands in more meaningful, personalized ways but will also grant advertisers and creators a remarkable degree of flexibility and choice in how they design, deliver, and adjust campaigns over time.
After three years of sustained effort building its advertising business from the ground up, Reinhard observed that Netflix has made significant and measurable strides. The company has actively tackled concerns about its ability to scale advertising operations, ensure accurate measurement, and foster innovation within a competitive landscape increasingly defined by sophisticated ad technology. She highlighted that the firm’s progress demonstrates that Netflix can overcome early skepticism regarding its ability to compete—and even lead—in this rapidly evolving segment.
Netflix’s expansion of its ad-supported tier underscores that progress. The company has grown the service by adding a robust network of measurement partners, refining analytics capabilities, and—most notably—beginning experimental rollouts of interactive video ads in major markets including the United States and Canada. According to Reinhard, these tests will unlock a host of new opportunities for advertisers and pave the way for creative brands to interact directly with audiences in ways that feel organic to Netflix’s viewing experience.
During a press briefing, Reinhard fielded questions from reporters amid the company’s release of a new global metric aimed at offering a more transparent view of its ad-supported reach. As ad-inclusive subscription tiers rapidly become one of the primary engines of growth for streaming platforms, Netflix disclosed that it now reaches approximately 190 million monthly active viewers worldwide. This figure, which the company terms “monthly active viewers” or MAVs, represents not only individual members who have viewed at least one minute of advertisements per month but also accounts for the estimated average number of people within each household—thereby recognizing the inherently communal nature of television viewing.
Previously, Netflix had measured the scale of its advertising audience simply by counting individual profiles that encountered ads. However, that approach understated the true collective reach of shared viewing sessions, such as families or roommates watching together. By transitioning to this new MAV metric, the company aims to give partners a broader and more accurate perspective on audience engagement. Although this global figure is unlikely to transform how advertisers purchase campaigns—since advertisers typically negotiate and plan by country—it may play a crucial role in enhancing Netflix’s reputation among advertisers and production partners. Many in the industry continue to advocate for greater transparency in streaming metrics, and this move could help bridge that trust gap.
Netflix’s lower-cost ad tier, introduced in 2022, has since expanded to twelve international markets. Over time, the company has strengthened this offering by investing in advanced ad technology, solidifying relationships with key partners, and broadening its toolkit for brands. While Netflix has refrained from publicly disclosing its ad revenue figures, executives have consistently voiced satisfaction with its trajectory. In its most recent earnings report, the company reaffirmed expectations that advertising revenue is on pace to more than double by 2025—a reflection of both growing demand and strategic execution.
Beyond reporting numbers, Netflix also used the occasion to spotlight several innovative initiatives in development for advertisers and content collaborators. These include exploring novel ad formats such as interactive and shoppable videos; expanding its targeting parameters to encompass consumer variables like education level, marital status, and household income; and experimenting with ways to tailor live advertising—particularly in sports or real-time events—to local markets. Moreover, Netflix is rolling out artificial intelligence-driven ad tools designed to enhance audience segmentation and creative optimization.
The company has also continued to integrate well-known brands directly into its popular original programming. Examples of this immersive approach include partnerships with global companies like Fiat and Nestlé, whose products and branding have appeared within cultural juggernauts such as “Stranger Things.” Through these collaborations, Netflix aims to blur the boundary between entertainment and marketing, creating advertising moments that feel natural within the storytelling itself.
Ultimately, under Reinhard’s leadership, Netflix’s advertising strategy appears to be evolving from a supplementary experiment into a fully realized cornerstone of its global business. The company’s next phase revolves around personalization, transparency, and technological sophistication—principles that have long guided its success in streaming content and that now define its ambitious future in the world of digital advertising.
Sourse: https://www.businessinsider.com/netflix-ad-tier-updates-interview-reach-2025-11
