Buyers aren’t exactly won over by Netflix’s new monthly active viewers (MAV) metric

Just a week since launch, and Netflix’s new monthly active viewers (MAV) metric is landing with measured skepticism.

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. 

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