"MAV differs from the more familiar monthly active users (MAU), which measures the number of member profiles that engage with Netflix. MAV takes the number of users who have watched at least one minute of ad-supported programming on the streamer and multiplies that by the average number of people in a household (based on its internal research). The one-minute qualifier is reminiscent of an earlier method Netflix used to measure viewing of its series, which counted two minutes of watch time as a view."
""This came from canvassing the landscape and seeing what some of our competitors were doing," she said. "Some had a zero-second threshold, some had a 10-second threshold. We felt like one minute was, you're logging onto the service and committing to a viewing session at that point. We thought that was a more accurate representation, and being transparent in terms of that one-minute threshold.""
Netflix has introduced a metric called monthly active viewers (MAV) to quantify reach of its ad-supported tier, reporting 190 million MAVs across the 12 countries where the ad tier is offered. MAV counts users who watch at least one minute of ad-supported programming and multiplies that number by the average household size based on internal research. The one-minute threshold was chosen after comparing competitor thresholds and internal debate, viewed as a sign of a committed viewing session. Prior reporting at the upfronts noted 94 million monthly active users translating to about 170 million viewers before the one-minute qualifier was applied.
Read at The Hollywood Reporter
Unable to calculate read time
Collection
[
|
...
]