Nov 5 - Netflix ( NFLX ) said on Wednesday that ads on

its platform have reached over 190 million monthly active

viewers (MAVs) globally, as the streaming giant instituted the

new metric to measure its ad reach in terms of people instead of

accounts.

Netflix ( NFLX ) has expanded into advertising and video games, two

areas that have contributed little to revenue so far, according

to analysts and investors.

The company defines MAV as the number of users who have

watched at least one minute of ad-supported programming and

multiplies that by the average number of people in a household,

based on Netflix's ( NFLX ) internal research, it said in a statement.

The move will allow Netflix ( NFLX ) to have a "more comprehensive

count of how many people" are actually watching content on the

platform, it said.

With Netflix ( NFLX ) moving into live-streaming, it began testing

dynamic ad insertion (DAI) with WWE Raw and SmackDown during the

quarter.

It will now offer the technology across the U.S., Brazil,

Canada, Germany, Mexico and the UK for the upcoming NFL

Christmas Gameday.

DAI lets Netflix ( NFLX ) swap in specific ads for each viewer in

real time during a live stream. It will scale the offering

across more live titles in 2026.

Co-CEO Greg Peters said Netflix ( NFLX ) recorded its best ad sales

quarter ever in the third quarter, adding that it is on track to

more than double ad revenue this year, on the company's earnings

call last month.

He noted that while advertising is still small compared to

subscription revenue, Netflix ( NFLX ) has now "established the

fundamentals" of the business and sees plenty of room for

growth.

Netflix Ads Suite, its in-house advertising platform, went

live in the U.S. and Canada in May and has since been made

available in all 12 ad-supported countries.

(Reporting by Juby Babu in Mexico City)