Digiday Daily

November 12, 2025

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Just a week since launch, and Netflix’s new monthly active viewers (MAV) metric is landing with measured skepticism. MAVs, Netflix believes, is a better reflection of how many people in a typical household are watching the streaming platform in the living room, rather than determining active viewers by the number of accounts.

But while, the metric may smooth some conversation around audience behavior, it’s not changing how buyers evaluate Netflix as an ad platform. It isn’t even something they can transact against, which limits its practical value for now.

TOP STORY

Marketing on Platforms

Buyers aren't exactly won over by Netflix's new monthly active viewers (MAV) metric

While Netflix’s intention was more transparency and clarity over reach methodology, marketers aren’t yet confident in how accurate it really is.

OTHER THINGS TO KNOW

A lot of marketing waste is a result of playing it safe and repeating what worked last quarter without questioning whether it’s still earning its keep. Partner insights from Tinuiti.
Join this virtual event on Nov. 18 at 1 p.m. ET to hear a guest speaker from Forrester unpack how marketers can measure what matters to better optimize their digital media investments. Partner insights from Epsilon.
From Digiday’s sister brand Modern Retail: Gen Z takes a thoughtful approach to shopping, despite their reputation for short attention spans. That’s why marketers are emphasizing authenticity, transparency and value to win their interest. Partner insights from TeenVoice.

MEDIA & PLATFORMS

Member exclusive

When bots look like buyers: agentic traffic causing new publisher headaches

The real issue is measurement: without a clear way to separate agentic visitors from humans, some buyers are getting jittery — and a few are already pulling ad spend.

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Learn More

Brands in Culture

How Delish’s Joanna Saltz built a sizzling brand and hot career in a fickle industry

At a time when media careers are often measured in months rather than years, the editorial director is something of an anomaly.

PARTNER INSIGHTS FROM FLUENT

Why more brands are engaging customers post-checkout

By connecting with shoppers through relevant discounts, loyalty points or category-matched recommendations, brands turn the confirmation page into a profitability lever.

PARTNER INSIGHTS FROM PADSQUAD

How marketers are recentering ad quality and relevance

Now that campaigns can accommodate mid-flight changes — adjusting visual sequences, calls to action or tone based on audience engagement — advertisers can treat creative as a dynamic asset, not a fixed deliverable.