Netflix is rolling out a new advertising metric that it says shows the wide reach of its ad-supported subscription tier.

The streamer is calling it monthly active viewers, or MAV, and claims that it has 190 million such viewers in the 12 countries where it offers an ad tier. The idea behind it, Netflix president of advertising Amy Reinhard told reporters Wednesday, is to offer a “clear and understandable” benchmark for how many people are seeing commercials on Netflix.

MAV differs from the more familiar monthly active users (MAU), which measures the number of member profiles that engage with Netflix. MAV takes the number of users who have watched at least one minute of ad-supported programming on the streamer and multiplies that by the average number of people in a household (based on

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