"When Amy Reinhard, who oversees the ad business, introduced the MAV metric during a press briefing, she framed it as a more accurate read of how people watch the streamer's ad tier - often together on a TV. The move from monthly active users (MAUs) to MAVs, she said, was about being clever about audience behavior and being transparent to the market by providing advertisers with the methodology of how they determine reach."
"MAVs, Netflix believes, is a better reflection of how many people in a typical household are watching the streaming platform in the living room, rather than determining active viewers by the number of accounts. The math behind MAVs, according to the platform: subscribers who have watched at least one minute of ads on the platform each month, multiplied by the estimated average of people in a household."
""Co-viewing counting methodology has always been shaky, but without sharing specifics around how their measurement accounts for multiple viewers watching the same screen, they are leaving the door open to scrutiny and criticism," he said."
Netflix introduced a monthly active viewers (MAV) metric to better capture co-viewing behavior on its ad-supported tier by estimating the number of people watching per household. MAV counts subscribers who viewed at least one minute of ads each month and multiplies that count by an estimated average household size to estimate reach. The metric aims to reflect living-room viewing rather than counting accounts. Advertisers remain skeptical because MAV is not a currency for transactions and cannot currently be independently verified. Industry buyers warn that co-viewing multipliers and undisclosed measurement specifics can overstate reach and invite scrutiny.
Read at Digiday
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