Netflix is changing how it measures ad performance on its streaming service. In preparation for new ad options coming in 2026, the company has revealed a new way to track viewership for its ad-supported plan.
Netflix has stopped reporting “monthly active users” (MAU), a common measurement in streaming, and is now focusing on “monthly active viewers” (MAV) instead. MAV counts subscribers who watch at least one minute of advertising on Netflix each month, taking into account how many people in a household are watching. Netflix recently announced it has over 190 million monthly active viewers on its ad-supported plan using this new metric.
We’re now measuring viewers directly, which gives us a much more accurate count of how many people are watching our shows, movies, games, and live events with their loved ones,” the company said in a blog post.
Developing…
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2025-11-05 21:12