South Africa, Nov. 10 -- Estimated average

The new measure, called Monthly Active Viewers (MAVs), counts members who have watched at least one minute of ads on Netflix in a given month, multiplied by an estimated average number of people per household. The move represents a shift from Netflix's previous focus on individual account metrics, which the company said did not fully reflect how many people are actually watching together.

In its announcement, Netflix said the change would offer a "clearer, more transparent representation" of ad reach and align its reporting more closely with television industry standards. The company also confirmed that its ad tech platform, the Netflix Ads Suite, is now fully operational across all 12 markets ...