Netflix has thrown the cat among the pigeons—infuriating industry bean-counters the world over by shifting to a new audience reporting metric based on monthly active viewers (MAVs). In doing so, Netflix has declared that it currently has 190 million MAVs, a metric the company defines as subscribers watching at least one minute of ads on Netflix per month (multiplied by the estimated number of people in a given household, based on Netflix’s internal research). Switching from a simple metric like monthly active users (MAUs) to a cloak and dagger metric like MAVs is one of the oldest tricks in the traditional pay TV playbook. While MAVs is a common metric among ad-supported video platforms, Netflix’s approach to calculating monthly active…