Netflix shares data about your ad interactions, device identifiers, and inferred household preferences with advertising partners, and also receives behavioral profiles about you from those partners.
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 policy authorizes a two-directional data flow with Advertising Companies: Netflix both provides user interaction and device data to these companies and receives behavioral profiles derived from users' activity on unaffiliated services, which may constitute sharing of personal information under CCPA/CPRA.
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 →The policy authorizes Netflix to share device identifiers, ad interaction data, and household-level inferences with Advertising Companies, and to receive interest and demographic profiles from these companies based on your activity elsewhere online. This data flow may qualify as sharing personal information for cross-context behavioral advertising under California law, triggering opt-out rights.
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The types of third parties your information may be disclosed to include: our resellers and other sales and advertising partners, retailers, advertisers, ad agencies, advertising networks and platforms, information service providers, fraud monitoring and prevention providers, and publishers.
We may offer joint promotions or programs that, in order for your participation, will require us to share your information with third parties. In fulfilling these types of promotions, we may share your name and other information...
disclosure is required by a third-party to complete a transaction initiated by the user
"We collect information about the advertisements on the Netflix service that you view or interact with, device information (such as resettable device identifiers), IP addresses, inferences we make about you or your household based on data we collect from or about you (such as the types of ads you or your household prefer to see), and information provided by Advertising Companies (such as your demographic information, likely interests they have collected or inferred from your interactions and purchases through their own and other websites and apps).Excerpt from Netflix's Privacy Statement
1) REGULATORY LANDSCAPE: CCPA/CPRA defines sharing personal information for cross-context behavioral advertising as a regulated activity requiring opt-out rights (Section 1798.120).
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The policy authorizes a two-directional data flow with Advertising Companies: Netflix both provides user interaction and device data to these companies and receives behavioral profiles derived from users' activity on unaffiliated services, which may constitute sharing of personal information under CCPA/CPRA.
The policy authorizes Netflix to share device identifiers, ad interaction data, and household-level inferences with Advertising Companies, and to receive interest and demographic profiles from these companies based on your activity elsewhere online. This data flow may qualify as sharing personal information for cross-context behavioral advertising under California law, triggering opt-out rights.
ConductAtlas has identified this type of provision across 287 platforms. See the full comparison.
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