Netflix shares your personal information with social media platforms, advertising networks, and analytics companies to advertise Netflix services and measure ad effectiveness, meaning your data may reach multiple external companies.
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
This provision establishes the operational scope of Netflix's data sharing practices for advertising and marketing functions. It defines the categories of third-party recipients who receive personal information as part of Netflix's standard advertising operations.
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 personal information may be disclosed to social media companies, advertising networks, and measurement companies to support Netflix's own marketing and advertising programs. Once shared, these companies process your data under their own privacy policies, which may extend beyond Netflix's stated practices.
How other platforms handle this
We share information with third parties who help us operate our business, including to assist us with marketing campaigns, advertising, analytics and research. These service providers are given access to your information as reasonably necessary to perform these tasks on our behalf and are obligated ...
Advertising networks. Analytics providers. We may share your personal information with third parties for cross-context behavioral advertising purposes. California residents have the right to opt out of the sale or sharing of their personal information.
We work with advertising partners to display advertisements on our services and on third-party websites and apps. These partners may use cookies, pixel tags, and similar technologies to collect information about your activities on our services and other websites to provide you with targeted advertis...
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"We disclose personal information to advertising technology companies, advertising networks, social media companies and other advertising-related companies, as well as analytics companies, as described in more detail in the US State Privacy Notice and other supplemental disclosures below. We also disclose personal information to those who help us with marketing and advertising, such as social media platforms (to allow us to advertise to our members and prospective members on those platforms), advertising networks (to allow us to display ads for the Netflix service across the web) and measurement companies (to help us understand the effectiveness of our advertising).— Excerpt from Netflix's Netflix Privacy Statement
REGULATORY LANDSCAPE: This provision engages CCPA and CPRA's 'sharing' definition, which includes personal information transferred to third parties for cross-context behavioral advertising, even without monetary consideration. The FTC Act prohibits unfair or deceptive practices and the FTC has issued guidance on data broker practices and third-party advertising ecosystems. GDPR requires a lawful basis and specific disclosures for transfers to third-party controllers, which advertising network disclosures may constitute depending on the joint or independent controller relationship. GOVERNANCE EXPOSURE: High. The disclosure of personal information to social media platforms and advertising networks for marketing measurement creates data flows where Netflix may have limited visibility into downstream processing. This creates potential liability under CPRA if the opt-out mechanism does not capture all such sharing relationships, and under GDPR if transparency obligations are not met for each third-party controller receiving data. JURISDICTION FLAGS: California creates the highest exposure given the CPRA's definition of 'sharing' for cross-context behavioral advertising and the requirement for a functional opt-out. EU and EEA users have GDPR rights requiring specific notice and, in many cases, consent for disclosure to third-party advertising controllers. UK users are subject to similar requirements under UK GDPR and the Privacy and Electronic Communications Regulations. CONTRACT AND VENDOR IMPLICATIONS: Data processing agreements or appropriate controller-to-controller agreements should be in place with each advertising and analytics partner. Where social media platforms act as independent controllers, Netflix should assess whether its disclosures satisfy GDPR Article 13/14 transparency requirements for joint or independent controller arrangements. Measurement company contracts should specify data use limitations. COMPLIANCE CONSIDERATIONS: Compliance teams should maintain an updated list of all advertising and analytics partners receiving personal data, confirm that opt-out signals are technically honored across all partners, and ensure that contractual protections prohibit partners from using Netflix user data for their own unrelated purposes. Annual vendor audits are advisable given the dynamic nature of advertising technology partnerships.
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This provision establishes the operational scope of Netflix's data sharing practices for advertising and marketing functions. It defines the categories of third-party recipients who receive personal information as part of Netflix's standard advertising operations.
Your personal information may be disclosed to social media companies, advertising networks, and measurement companies to support Netflix's own marketing and advertising programs. Once shared, these companies process your data under their own privacy policies, which may extend beyond Netflix's stated practices.
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