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 data collection and processing practices that support Netflix's advertising operations. The clause operationalizes the use of behavioral targeting, which requires collection and analysis of viewing patterns to inform ad selection and delivery.
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 →Users' viewing history and ad interaction data are collected and processed to generate targeted advertising. The terms operate on the basis that this behavioral data collection occurs as part of the Netflix service and informs which advertisements users encounter.
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When you use the Platform, we collect internet usage information about you, such as information about your browsing behavior, search history on the Platform, and information about your interactions with the Platform and our advertisements, including advertisement impressions and whether you clicked ...
We collect information from and about the third parties you link to your account and from other sources, including from other Snap users and third parties, to provide services and personalize your experience... We also infer information about you based on what we observe... This can include inferenc...
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"We collect information about your interaction with the Netflix service (including playback events, such as play, pause, etc.)... Netflix viewing and gaming history... We collect information about the ads on the Netflix service that you view or interact with... We use this information to support Advertisements (including behavioral advertisements in accordance with your preferences).— Excerpt from Netflix's Netflix Privacy Statement
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This provision establishes the data collection and processing practices that support Netflix's advertising operations. The clause operationalizes the use of behavioral targeting, which requires collection and analysis of viewing patterns to inform ad selection and delivery.
Users' viewing history and ad interaction data are collected and processed to generate targeted advertising. The terms operate on the basis that this behavioral data collection occurs as part of the Netflix service and informs which advertisements users encounter.
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