Jottings of note:
Ad-MAVs
Netflix has introduced a new a new viewer metric called Monthly Active Viewers (MAV). It might seem surprising that such a basic and seemingly essential measurement is new, but the name is misleading. MAV is specifically about how many people are seeing commercials on Netflix — that, of course, is mission critical in the company’s ad-supported tier. The MAV metrics contrasts with the standard MAU (Monthly Average User) which counts the number of membership profiles tuned in. To be counted as a MAV, a person (ultimately a household) needs to watch at least one minute of advertising. We learn (from HERE and many other reports) that Netflix serves 190 million of those viewers across 12 countries where the measurement is deployed.
Bigger, better?
Larger podcast audiences do not necessarily mean more votes, but data from Edison Podcast Metrics illustrate the increasingly important role that podcasts are playing in the outreach strategy of political campaigns. Edison follows up survey work from last November, revealing how podcasts played a role in connecting with voters around the presidential election. The graphic below illustrates that the winners for NY Mayor and NJ Governor appeared on podasts with bigger reach.
June 7, 2025
