"Roku presents a high-risk privacy profile comparable to ad-supported streaming services, with extensive collection of device, usage, and advertising data shared with third-party advertising networks and analytics providers. The lack of specificity regarding which third parties receive data, vague retention policies, and reliance on users to actively manage cookie preferences through a separate consent tool compound the risk. Granular opt-out mechanisms for targeted advertising appear limited, and account deletion guarantees are not explicitly addressed in the available policy segment."
Take Action
4 Privacy Improvements Available
roku Privacy Concerns & Scorecard
Roku uses cookies and similar technologies for advertising personalization and behavioral tracking. Cross-site/cross-device tracking is enabled for advertising purposes.
Device fingerprinting and cross-device tracking capabilities are indicated through broad device identifier collection and personalization/advertising data practices.
Data is shared with advertising networks and third parties for advertising and analytics purposes. The policy does not specify which third parties receive data or provide a comprehensive list.
Policy requires JavaScript enabled and consent acceptance to access website content. Full privacy details are delegated to a separate Privacy Policy document, fragmenting transparency.
Data retention periods are not specified in the available policy segment, creating uncertainty about how long Roku retains user data.
Acr content recognition opt out
- 1On your Roku TV, go to Settings from the home screen or via the remote.
- 2Navigate to Privacy.
- 3Select Smart TV Experience.
- 4Uncheck 'Use Info from TV Inputs' to disable ACR data collection.
Ad tracking opt out
- 1On your Roku device, navigate to the main Settings menu.
- 2Go to Privacy.
- 3Select Advertising.
- 4Uncheck or toggle off 'Personalize ads' (also described as 'Limit Ad Tracking' on some Roku firmware versions) to opt out of the use of your advertising ID for targeted ads.
Data deletion request
- 1Visit Roku's Privacy Policy page at docs.roku.com/published/userprivacypolicy.
- 2Find the section describing user privacy rights (access, correction, deletion).
- 3Click the link provided to access Roku's online privacy request form, or send an email to privacy@roku.com to submit a deletion, access, or correction request.
Automate your privacy
Connect your accounts to TrueTerms to automate these privacy actions and monitor policy changes.
Data Collection & Tracking
Personal Information Collected
Device management, authentication, analytics, and advertising personalization
Content recommendations, analytics, personalization, and advertising targeting
Targeted advertising, behavioral targeting, and marketing analysis
Service improvement, analytics, and third-party reporting
Authentication, analytics, personalization, and advertising
Cross-Platform Tracking
Roku uses device identifiers and advertising data collection practices that enable cross-device tracking for personalization and advertising purposes. Users are tracked across Roku devices and integrated services, with data shared with third-party advertising networks for behavioral targeting and retargeting.
Tracking Methods:
Cookies and Similar Technologies
First-party and third-party cookies used for advertising personalization, analytics, and cross-device tracking
Device Identifiers and Advertising ID
Persistent device-level identifiers and linked advertising IDs that enable tracking across Roku devices and potentially other services
Behavioral Tracking
Monitoring of viewing behavior, search activity, and app usage to build user profiles for advertising and personalization
AI & Data Training
roku 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 roku
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.