What's Happening?
Netflix has introduced a new 'monthly active viewers' (MAV) metric, which counts anyone who watches at least one minute of ads, multiplied by household viewers. This change, announced on November 5, 2025,
significantly increases the reported reach from the previously cited 94 million ad-tier monthly active users (MAUs) in May to 190 million MAVs. The new metric aims to capture co-viewing and live events, providing advertisers with a larger potential audience number. This shift is expected to impact how brands price ad buys and measure return on investment (ROI), prompting immediate recalibrations from media buyers.
Why It's Important?
The introduction of the MAV metric represents a significant shift in how streaming platforms measure and report audience reach. For advertisers, this change could alter the valuation of ad impressions and influence media buying strategies. The increased reach reported by Netflix may lead to higher ad rates and a reevaluation of campaign effectiveness. This development also highlights the ongoing evolution of streaming measurement, as platforms seek to provide more accurate and comprehensive data to advertisers.
What's Next?
As Netflix's MAV metric gains traction, other streaming platforms may consider adopting similar measurement approaches to remain competitive. Advertisers and measurement vendors may push for standardized definitions and cross-platform comparability to ensure consistency and transparency in audience reporting. The industry may also see increased experimentation with targeted ad formats and interactive content, as platforms seek to maximize engagement and ROI.
Beyond the Headlines
The shift to MAV metrics underscores the growing importance of co-viewing and shared screen experiences in the streaming landscape. As platforms continue to innovate in measurement and reporting, the industry may see a greater emphasis on understanding viewer behavior and preferences. This could lead to more personalized and engaging content offerings, enhancing the overall streaming experience for audiences.
