Netflix typically doesn’t share its country data publicly. It is not known, for example, how many subscribers it has in Spain or any other audience parameter on a local scale. But his ad-supported subscription plan turns three this month – more than a thousand days since he’s been a user of the platform streaming They can pay less in exchange for watching commercial breaks before and during series or films.
For this third anniversary, the company wanted to reveal some figures of its advertising activity: 10.2 million monthly active viewers in its advertising-supported model in Spain; and 190 million worldwide. The data translates into the number of people who, according to them, have watched at least one minute of Netflix in the last month. In this previously unprecedented metric, the company refers to viewers – and not accounts or subscribers – because it used its own internal data to estimate the average number of people per household and multiplied it by the total number of subscribers.
“There are times when I can watch some Netflix content alone, but, to be honest, I watch most films and series with my wife,” says Arturo Marín, head of advertising at Netflix Spain, via video call. The manager is satisfied with the evolution of the business: from zero to ten million viewers in three years, a growth that he defines as “exponential”. He points out that the new metric: the Monthly active viewers or monthly active viewers, is “easier for advertisers to understand and better reflects the true scale of the advertising business.”
To strengthen the relationship with brands and agencies, the American company has implemented its own advertising management system, Netflix Ads Suite, over the last six months. This tool allows advertisers to choose which technological intermediary, the so-called Demand-side platforms (DSP): want to use to reach the audience. “The DSP is the technology that connects the world of demand, i.e. advertisers, with that of supply, which in this case are us content editors,” explains Marín, who adds that his new system is integrated with the DSPs of Google, Amazon, Yahoo and The Trade Desk.
The company also announced that it is expanding its demographic segmentation so advertisers can more precisely target audiences. “Now they can filter by socioeconomic profile or marital status,” says Marín.
“When we started,” says the manager, “Netflix was a platform that most luxury brands naturally gravitated towards because of that extra sensation.” prize that could convey both the brand and the content itself. But, little by little, thanks to the evolution of the audience, thousands of advertisers from practically all sectors are active on the platform: automotive, mass consumption, services…
This closer collaboration with brands and opening up to new sectors is exemplified in the campaign with Doritos, which will launch personalized flavors of its potatoes at the fifth season premiere of Stranger things, scheduled for this month.
The 190 million global viewers with ads are distributed among the 12 countries where the company has implemented this subscription modality: France, Germany, Italy, United Kingdom, Canada, United States, Mexico, Brazil, Australia, South Korea and Japan, in addition to Spain. On a global scale, Netflix shares the number of subscribers at the end of 2024: 300 million. He announced that it would be the last time he would do so. He then estimated a global audience of 700 million people.
Today the platform reveals another piece of information: users of the plan with advertising consume on average 46 hours a month in Spain, more than an hour a day. For each of these hours they view 4 to 5 minutes of footage. To avoid them, you can take out the standard plan, at 13.99 euros, or the premium plan, at 19.99. Both differ in the number of devices that allow simultaneous viewing of content and in the image quality. According to information shared by the company today, users are not opting for the latter options: more than half of new registrations (55%) correspond to the plan with ads.
Its price, of 6.99 euros, has increased since Netflix launched this mode in November 2022, reaching 5.49 euros at that time. This November, Netflix Spain celebrates another anniversary: 10 years since its arrival in the country. It was the first platform streaming to do it, and everyone else followed: Amazon, HBO or Disney+. According to the latest study by the Commission for Markets and Competition (CNMC), in June 2025, 63% of Spanish households with internet access had contracted a payment platform.
Despite the new data offered by the company, one piece of data is still missing, perhaps the most important: how many viewers does Netflix have in Spain in total between ads and non-ads? The official figure is not known. Consulting firm GECA estimated that, as of July 2025, more than 21.9 million people had access to the platform. In its report, the CNMC indicated that, for 44% of households, Netflix is the most used platform, far ahead of Amazon Prime Video (21%).
