"According to VP Mitzi Reaugh, the new MAV metric represents members who have watched at least one minute of ads on Netflix per month, multiplied by the estimated average number of people per household. MAVs take the place of MAUs - monthly active users. Reaugh noted one advantage is that the MAV metric better captures co-viewing behaviors. So you can see why Netflix prefers it."
"MAVs also include greater viewership outside of ad-supported plans, like during livestreamed events. But switching from MAUs to MAVs won't affect how Netflix sells ads, said President of Advertising Amy Reinhard. Instead, the goal is to be "more transparent and clear about how our audiences are interacting with the service." Furthermore, Netflix doesn't have any plans to further industrywide adoption of MAVs. "To be honest, we haven't thought about it," Reinhard said."
Netflix ads reached more than 190 million global Monthly Active Viewers (MAVs) in October. The MAV metric counts members who watched at least one minute of ads per month and multiplies that by the estimated average number of people per household. MAVs replace MAUs to better capture co‑viewing and include viewership outside ad‑supported plans, such as livestreamed events. Netflix says the metric change will not alter ad sales and aims to provide more transparency about how audiences interact with the service. Netflix has no plans to promote MAV industry adoption. California enforcement signals potential penalties for streaming data collection practices and ad placements can alter public perception.
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