Netflix is marking the close of its third advertising season with a sweeping update to how it measures audience reach, unveiling a new metric designed to more accurately reflect the true scale of its global ads business.

Now entering its fourth season, the streamer says it has become a “series regular” in the advertising marketplace, serving thousands of clients across all 12 countries where its ad-supported plan is available.

The company has fully rolled out the Netflix Ads Suite—its proprietary, first-party ad tech platform—and broadened its programmatic offering to include Amazon, AJA, Google Display & Video 360, The Trade Desk, and Yahoo DSP. Netflix has also forged partnerships with more than 50 ad measurement vendors worldwide, achieving what it describes as “critical scale” across all markets.

With the foundational infrastructure in place, Netflix says it is turning its attention to a more comprehensive and transparent way of measuring advertising reach. In the same way the company pioneered transparency in streaming viewership four years ago, Netflix is now introducing Monthly Active Viewers (MAV)—a new standard it hopes can be adopted across the industry.

The MAV metric defines reach as the number of members who have watched at least one minute of ads on Netflix per month, multiplied by the estimated average number of people in each household. That household figure is derived from Netflix’s own first-party research.

The company reports that ads on Netflix now reach more than 190 million Monthly Active Viewers globally.

Netflix said the new approach moves beyond counting only account profiles and instead accounts for everyone actually watching—reflecting the shared viewing experience of streaming. “Our move to viewers means we can give a more comprehensive count of how many people are actually on the couch, enjoying our can’t-miss series, films, games and live events with friends and family,” said Amy Reinhard, President, Advertising.