Paramount+ collects data about what you watch, your device, your IP address, and your location, and may use this data to target you with advertising and share it with third-party companies.
This analysis describes what Paramount+'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
Viewing history and location data are considered sensitive personal information under several state privacy laws, and the sharing of this data with third-party partners for advertising purposes may constitute a data sale under CCPA, giving California residents opt-out rights.
Interpretive note: The specific categories of data shared with third parties and the legal basis for that sharing are not fully detailed in the truncated document text; a complete privacy policy review would be needed for a comprehensive assessment.
Your viewing history, device identifiers, and location data are collected and may be shared with third-party advertising and analytics partners; California residents have the right to opt out of the sale or sharing of their personal information under CCPA.
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"We collect information about you when you use the Service, including information about your viewing activity, the content you access, your device identifiers, IP address, and location data. We may use this information to personalize your experience, serve targeted advertising, and share with third-party partners and service providers.— Excerpt from Paramount+'s Paramount+ Terms of Use
(1) REGULATORY LANDSCAPE: This provision engages CCPA and CPRA (California), which grant residents rights to know, delete, correct, and opt out of the sale or sharing of personal information. Viewing history data is additionally protected under the Video Privacy Protection Act (VPPA), which restricts disclosure of personally identifiable information related to video content consumption. GDPR applies to EU users and imposes lawful basis, purpose limitation, and data subject rights requirements on all categories of personal data collected. (2) GOVERNANCE EXPOSURE: High. The intersection of viewing history collection, VPPA, and CCPA creates significant compliance exposure. The VPPA has been the subject of multiple class action lawsuits against streaming services for sharing viewing data with advertising platforms such as Meta's Pixel and Google Analytics, which are visibly loaded on the Paramount+ platform. (3) JURISDICTION FLAGS: California, Colorado, Virginia, Connecticut, and other states with comprehensive privacy laws impose opt-out rights for data sharing with third parties for advertising. EU users have GDPR rights including the right to restrict processing and object to profiling. The VPPA applies nationwide in the United States for video content providers. (4) CONTRACT AND VENDOR IMPLICATIONS: Third-party analytics and advertising vendors receiving viewing history or device identifiers must be assessed as data processors or data brokers under applicable law; data processing agreements should reflect CCPA and GDPR requirements. The presence of Facebook, Google, Bing, and other tracking scripts on the platform (visible in the page source) suggests substantial third-party data flows that require documented legal basis. (5) COMPLIANCE CONSIDERATIONS: Legal teams should conduct a data mapping exercise covering all third-party tags and pixels active on the platform to assess VPPA and CCPA compliance. Opt-out mechanisms for California and other state residents should be audited for accessibility and functionality. GDPR consent management must be evaluated for adequacy in EU jurisdictions.
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Viewing history and location data are considered sensitive personal information under several state privacy laws, and the sharing of this data with third-party partners for advertising purposes may constitute a data sale under CCPA, giving California residents opt-out rights.
Your viewing history, device identifiers, and location data are collected and may be shared with third-party advertising and analytics partners; California residents have the right to opt out of the sale or sharing of their personal information under CCPA.
ConductAtlas has identified this type of provision across 2 platforms. See the full comparison.
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