Netflix strengthens its advertising business by introducing a new metric: MAV

Three years after Netflix decided to opt for integrating advertisements into its VOD proposal, the company takes stock of its journey and has introduced the MAV parameter (Monthly Active Viewers), a metric that hopes to reinforce the trust of its advertisers in the frequent opacity that surrounds the OTT advertising market.

Since Netflix will bet on opening the way in the models AVOD, the company has been consolidating milestones which has allowed it to consolidate this important source of income into a total of sweet countries, including Spain. Beyond creating and implementing your own advertising technology platform, Netflix Ads Suite, the company has expanded its programmatic offering to include Amazon, Google Display & Video 360, The Trade Desk y Yahoo DSP, collaborating in the process with 50 advertising measurement companies all over the world.

Now, recognizing that in the present “There is no universal viewing metric for streaming,” as well as “there is no unified criteria for calculating the total reach of ads in this environment,” Netflix has decided to implement a “more complete” metric, “easy to understand” and that “reflects the true magnitude” of its advertising business: the monthly active viewers (MAV, for its acronym in English).

The MAVs are the subscribers what have they seen at least one minute of ads on Netflix in a month, multiplied by the estimated average number of people per household, based on internal Netflix data. Currently, Netflix ads reach more than 190 million of active viewers throughout the world, of which 10.2 million They are in Spain. “With this change in approach, focused on viewers, we can offer a more precise estimate of the number of people who are on the couch enjoying our series, movies, games and live events with friends or family,” the American company states.

The introduction of this parameter will be accompanied by innovation in different ways. In this way, the United States and Canada will imminently receive new formats of modular ads, which adapt to subscribers' viewing habits by adapting different creative elements to boost their commercial results. This proposal will be extended to the rest of the markets in the second quarter of 2026.

Likewise, the company will begin testing the dynamic ad insertion (DAI) with programs of the WWE as Raw y SmackDown, expanding the availability of this technology to the US, Brazil, Canada, Germany, Mexico and the United Kingdom for the broadcast of the NFL Christmas game.