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 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 do not sell or share your personal data for cross-context behavioral advertising. You can always opt out of Oura direct marketing communications, though you may still see marketing messaging within the Oura App.
In some cases, in order to show you more relevant ads, we disclose with social media platforms and other advertising partners, information about actions you take on our websites and apps, such as which pages you visit and which ads you saw.
we may share data between our affiliates for the safety and security of our users and may take necessary actions if we believe you have violated these Terms, including banning you from our Services and/or our affiliates' services...
"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 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 …
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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.
ConductAtlas has identified this type of provision across 287 platforms. See the full comparison.
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