Netflix third season of ads and a look ahead at what’s next – As we wrap the third season of our ads business (and enter the fourth!), we’re becoming series regulars in the marketplace, driving innovation, scale and performance for our clients around the globe.
Netflix now has thousands of advertising clients around the world. We’ve built and implemented the Netflix Ads Suite, our in-house first-party ad tech platform, in all 12 ad-supported countries. We’ve expanded our programmatic offering to include Amazon, AJA, Google Display & Video 360, The Trade Desk, and Yahoo DSP. We’ve partnered with over 50 global ad measurement vendors and have reached critical scale in all markets.
Now that we have the building blocks of our business in place, we decided it’s the best time to reassess how we measure our ads reach.
Just as there is no universal streaming viewing metric, there is also no industry standard for measuring the overall reach of ads in streaming. Four years ago, we were the first streamer to regularly release viewing information for our shows and films, and explain how we measure our viewing engagement by establishing a metric that mirrors the way third parties measure popularity and can be consistently measured across different companies.
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. Our previous measurement (which was based on account profiles) didn’t represent all of the engaged people who are in the room watching.
So today we are instituting a more complete metric, one that can easily be adopted by others and truly reflects the scale of our ads business — Monthly Active Viewers (MAV).
We define MAV as members who have watched at least 1 minute of ads on Netflix per month, and multiply that by the estimated average number of people within a household, which we get from Netflix first-party research.
Today, ads on Netflix reach more than 190M MAVs globally, including 4M MAVs in Australia. Our move to viewers means we can give a more comprehensive count of how many people are actually on the couch, enjoying our can’t-miss series, films, games and live events with friends and family.
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Netflix third season of ads and a look ahead at what’s next
