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- YouTube ingests the sweet fruit of carriage-war victory, Netflix makes a maverick metrics move, and did an obscure reality TV producer really start the rumor about the Saudis buying WBD?
YouTube ingests the sweet fruit of carriage-war victory, Netflix makes a maverick metrics move, and did an obscure reality TV producer really start the rumor about the Saudis buying WBD?
Also in our weekly review of all things technology, media and telecom, we ask why Wall Street isn't impressed by Disney's 39% growth on Q3 operating income for streaming?
Daniel Frankel & David Bloom
November 17, 2025
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SPONSORED: Philo COO Mike Keyserling discusses how hybrid bundles of vMVPD, SVOD and FAST services redefine consumer value and reduce churn:
Netflix’s MAV metrics move meets ‘meh’ media-buyer mutterings
Earlier this month, Netflix announced an audience counting change, moving from the standard monthly active users (MAUs) to something called “monthly active viewers.”
The new metric, MAV for short, accounts for members who watched at least one minute of advertising on the platform in a given month, times the number of people in the average household for the select region. “After speaking to our partners, we know that what they want most is an accurate, clear and transparent representation of who their ads are reaching,” said Amy Reinhard, Netflix’s president of advertising. “Our previous measurement (which was based on account profiles) didn’t represent all of the engaged people who are in the room watching.”
Reinhard said that for November, Netflix has 190 million monthly active users for its ad plan. Digiday spoke to some ad buyers who aren’t so sure about the new metric.
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