"Netflix presents a HIGH RISK profile (52/100) primarily due to aggressive data sharing with advertising networks, behavioral tracking across third-party sites, and the explicit sale/sharing of personal information for business purposes despite opt-out mechanisms. The company collects extensive sensitive data including financial information, voice recordings, and device identifiers, then shares this across Netflix subsidiaries and advertising companies for targeting purposes. Critical gaps include incomplete opt-out enforcement (behavioral ads continue despite opt-out), vague retention policies tied to 'anticipated legal claims,' and permanent exposure of user-generated gaming content to other players without deletion guarantees."
Take Action
8 Privacy Improvements Available
netflix Privacy Concerns & Scorecard
Netflix uses behavioral tracking across third-party websites and apps via cookies, pixels, and hashed identifiers; opt-out is incomplete
Netflix shares personal information broadly with advertising networks, data aggregators, and unspecified third parties; explicitly sells/shares data for marketing purposes
Non-account holders cannot exercise privacy rights or verify data deletion, and Netflix retains limited verification requirements
Netflix collects extensive personal and usage information, including sensitive data such as location and device identifiers.
Data retention periods rely on vague standards ('as long as necessary') tied to anticipated legal claims with no explicit deletion timelines
Matched identifier marketing opt out
- 1Sign in to your Netflix account in a compatible web browser.
- 2Go to the Account page.
- 3Select the appropriate profile.
- 4Open the 'Privacy and data settings' menu.
- 5Change the 'Matched Identifier Communications' setting to opt out.
Do not sell personal information
- 1Visit netflix.com/dnsspi or click the 'Do Not Sell or Share My Personal Information' link in the Netflix website footer.
- 2Follow the on-screen instructions to submit your opt-out request.
Data access request
- 1Sign in to your Netflix account in a web browser.
- 2Go to netflix.com/account/getmyinfo.
- 3Submit a request for a copy of your personal information.
- 4If you are not an account holder, email privacy@netflix.com to request your information.
Automate your privacy
Connect your accounts to TrueTerms to automate these privacy actions and monitor policy changes.
Data Collection & Tracking
Personal Information Collected
Account creation, identification, verification, and service delivery
Payment processing, fraud prevention, billing
Service personalization, recommendation algorithms, product research, analytics, fraud detection
Device compatibility, technical support, fraud prevention, behavioral advertising, cross-device tracking
Ad targeting by geographic region, content localization, game player matching
Service delivery (chat, voice commands), content moderation, safety and security monitoring, user support
Targeted advertising, behavioral profiling, marketing research, audience segmentation
Game functionality, social features, player matching, fraud prevention
Marketing campaign optimization, product improvement, user research, error tracking
Cross-Platform Tracking
Netflix tracks users across third-party websites and apps through behavioral advertising, pixel tags in emails, hashed identifiers shared with advertising networks, and resettable device identifiers. The policy states Netflix uses 'behavioral advertisements based on user interactions with third-party services' and shares 'identifiers and geolocation data' with advertisers for cross-site targeting and ad measurement.
Tracking Methods:
Cookies
First-party and third-party cookies used for session management, remembering preferences, behavioral advertising support, and analytics. Policy states cookies are used for 'advertisement support and optimization' and can be disabled in Cookie Preferences
Pixel Tags / Web Beacons
Embedded in emails and web pages to track member interactions, email opens, and page visits. Policy explicitly states 'Pixel tags in emails track member interactions and email opens'
Hashed Identifiers
Encrypted versions of user identifiers (email, phone) shared with advertising networks and third-party services for 'matched identifier communications' and marketing, enabling cross-service tracking and re-identification
Resettable Device Identifiers
Platform-provided advertising identifiers (IDFA on iOS, Google Advertising ID on Android) used for 'marketing and ad delivery' across apps and services. Users can reset via device settings
Device Fingerprinting
Collection of device configuration, IP address, browser type, and network characteristics to create unique device profiles for tracking and ad delivery across sessions
Third-Party Data Providers
Netflix receives behavioral data and inferred interests from third-party websites/apps via advertising companies (Ad Service Providers, Ad Measurement Companies, online/offline information providers) to enhance user targeting
AI & Data Training
netflix does not train AI on your content
Based on their public policy, your content is not used to train AI models.
How to Object
No opt-out available
This service does not currently provide a public way to opt out of AI training.
Why We Analyzed netflix
TrueTerms automatically audits privacy policies and data practices using advanced machine learning to keep you informed and protected. This scorecard is based on the latest available public terms of service and privacy policies as of 2026.