Netflix collects data about your browsing habits on other websites and apps from advertising companies, and uses this to show you targeted ads based on your inferred interests.
This analysis describes what Netflix's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The clause establishes the operational basis for Netflix's behavioral advertising system by defining what data sources feed into ad targeting and specifying that third-party interest inferences are incorporated into the ad selection process.
The updated privacy statement now explicitly discloses that Netflix collects voice inputs including transcripts and recordings when users interact with voice-related features, and that it makes inferences about user and household preferences for ad targeting purposes. The statement adds a new section titled 'Supplemental Privacy Disclosures for US Residents' that references a separate US State Privacy Notice containing 'Notice at Collection' details, alongside new subsections covering personal information collection, uses, disclosure for business purposes, data sales or sharing, retention, use of de-identified information, appeals rights, and financial incentive notices. The change brings the privacy statement into alignment with state privacy laws like CCPA and similar frameworks. You can access the US State Privacy Notice by clicking the provided link, visiting netflix.com/privacy#states, or scrolling to the new US residents section.
View change record →The updated Privacy Statement explicitly discloses that Netflix collects voice inputs, including transcripts and recordings, when you use voice-related features on the service. The policy also expands the types of advertising-related data collected to include inferences about ad preferences at the household level and information gathered from advertiser websites and apps. These additions represent more detailed disclosure of existing or expanded data collection practices rather than entirely new service functionality. You can manage advertising preferences through Netflix's advertising choices settings, though the updated policy does not specify opt-out mechanisms for voice data collection or advertiser-website data gathering.
View change record →The updated privacy statement reorganizes and consolidates disclosures rather than expanding data collection practices. However, the statement removes explicit reference to the US State Privacy Notice from the main body, requiring users to navigate to supplemental sections to access state-specific privacy rights and disclosures. The revised language also removes the prior statement that Netflix makes inferences about household ad preferences, and removes mention of voice inputs and transcripts from the usage information description, narrowing the scope of explicitly disclosed data collection practices. You can access US state privacy notices by navigating to the 'Supplemental Privacy Disclosures for Certain Services' section or visiting netflix.com/privacy#states.
View change record →Your off-platform internet activity on other websites and apps is being collected by third-party advertising companies and shared with Netflix to target you with behavioral ads, expanding Netflix's data profile on you well beyond your streaming activity.
How other platforms handle this
We may share this information with ad networks and other advertising partners for the purpose of cross-context behavioral advertising. We may also share this information with other trusted partners, including those that enable you to access offers or promotions by linking or connecting your Grubhub ...
We may share your information with third-party vendors and service providers that perform services on our behalf, such as payment processing, data analysis, email delivery, hosting services, customer service, and marketing assistance. We may also share your information with third-party advertising p...
Sending you information about Adobe products and services, special offers and similar information, and sharing your information with third parties for their own marketing purposes, where your consent is not required; In some cases, in order to show you more relevant ads, we disclose with social medi...
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"Advertising information: We collect information about the ads on the Netflix service ("Advertisements," as defined in the Netflix Terms of Use) that you view or interact with, device information (such as resettable device identifiers), IP addresses, and information provided by Advertising Companies (such as information about your likely interests they have collected or inferred from your visits to other websites and apps). We use this information to support Advertisements (including behavioral advertisements in accordance with your preferences).— Excerpt from Netflix's Netflix Privacy Statement
REGULATORY FRAMEWORK: This provision implicates GDPR Article 6(1)(a) (consent) and Article 6(1)(f) (legitimate interests) for EEA users, requiring a lawful basis for processing third-party inferred interest data; CCPA/CPRA §1798.120 and §1798.135 (right to opt out of sale/sharing of personal information) enforced by the CPPA and California AG; FTC Act Section 5 for unfair or deceptive data practices enforced by the FTC; and EU ePrivacy Directive 2002/58/EC for cookie/tracking technology use.
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The clause establishes the operational basis for Netflix's behavioral advertising system by defining what data sources feed into ad targeting and specifying that third-party interest inferences are incorporated into the ad selection process.
Your off-platform internet activity on other websites and apps is being collected by third-party advertising companies and shared with Netflix to target you with behavioral ads, expanding Netflix's data profile on you well beyond your streaming activity.
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