Netflix Introduces New Metric: 190 Million Active Ad Tier Viewers Measured Differently

Netflix has launched a new measurement standard for its advertising business. The company unveiled its “Monthly Active Viewers” or MAV metric on Wednesday. This new figure aims to show the total reach of its ad-supported subscription plan.

It provides a fresh way to understand viewer engagement. According to Netflix executives, the metric offers a clearer benchmark for advertisers. The change reflects the streamer’s push for transparency in a competitive market.

How Netflix’s MAV Differs From Traditional User Counts

MAV is not the same as Monthly Active Users (MAU). MAU counts member profiles that engage with Netflix. MAV calculates something different.

It starts with users who watched at least one minute of ad-supported content. That number is then multiplied by the average household size. Netflix uses its own internal research for this household figure.

The one-minute threshold is a key detail. Netflix president of advertising Amy Reinhard explained the choice. She said the team debated the timing extensively after reviewing competitors.

Some rivals use a zero-second or ten-second threshold. Netflix settled on one minute as a sign of commitment to a viewing session. The company believes this offers a more accurate and transparent representation.

Refining Metrics in a Crowded Streaming Landscape

This move is part of a broader industry shift. Streaming services are constantly refining how they report performance. Netflix itself has changed its public metrics before.

It previously used a “view” definition of just two minutes of watch time. It now uses total viewing hours divided by a title’s runtime. The new MAV metric continues this evolution toward more nuanced data.

For advertisers, the metric aims to provide a clearer picture of potential ad reach. Reinhard stated that MAV is designed for transparency. It may not immediately change how Netflix sells ad inventory.

The company reported 190 million Monthly Active Viewers across its 12 ad-tier markets. This refined number helps illustrate the scale of its ad-supported audience. It underscores the rapid growth of this subscription option since its launch.

The introduction of Netflix’s MAV metric provides a new lens on the streaming advertising wars. This fresh viewer count highlights the substantial scale of its ad-supported tier. It marks another step in defining value for marketers in the digital streaming era.

A quick knowledge drop for you

What is Netflix’s new MAV metric?

MAV stands for Monthly Active Viewers. It measures the number of people watching ad-supported content on Netflix. The count is based on users who watch for at least one minute, multiplied by average household size.

How is MAV different from Monthly Active Users (MAU)?

MAU counts individual member profiles that use Netflix. MAV estimates the total number of people actually viewing ads. It is specifically designed for the advertising business to show potential reach.

Why did Netflix choose a one-minute viewing threshold?

Executives said one minute indicates a user has committed to a viewing session. They reviewed competitor thresholds before deciding. The goal was accuracy and transparency in reporting.

Does this change how Netflix sells ads to marketers?

Not directly. The company says MAV is primarily for transparency. It gives advertisers a clearer understanding of the audience size and engagement on the ad-supported plan.

How many Monthly Active Viewers does Netflix have?

Netflix reports 190 million Monthly Active Viewers. This figure covers the 12 countries where its ad-supported subscription tier is currently available to users.

Has Netflix changed its performance metrics before?

Yes. The streamer previously defined a “view” as two minutes of watch time. It now publicly reports total hours viewed divided by a title’s runtime, a method other platforms have also adopted.