Netflix says that its advertising tier has now topped 94 million monthly users, as it touted new engagement metrics and announced the expansion of its in house ad tech suite.

Netflix ads chief Amy Reinhard told its upfront attendees that the company has more 18-34 year old ad supported users than any broadcast or cable network, and that its users are more engaged, spending 41 hours per month on the platform.

The company announced the news at its upfront presentation in New York Wednesday afternoon.

“When you compare us to our competitors, attention starts higher and ends much higher. And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves,” Reinhard said.

The company said that its advanced in house ad tech suite was now live in the U.S. and Canada, with other markets to follow. The suite includes new data options, more programmatic buying options and additional measurement options.

The company also plans to introduce a new ad product that uses generative artificial intelligence to marry advertiser copy and ads to each show. The company leaned into its background and prowess as a tech company.

What sets Netflix apart is “our ability to combine best-in-class technology with shows and movies that everyone is watching and talking about,” Reinhard explained. “So while a lot of companies are either/or — either they have great technology, or they have great entertainment — our superpower has always been the fact that we have both. And because our audience is unique, engaged and attentive, a dollar spent on Netflix is more valuable than a dollar spent anywhere else.”