Netflix has a lot of your personal data, too
Like Facebook, it tracks your behavior on the Web
We’re finally getting paranoid about our online data. But why stop with Facebook? Netflix knows a ton about us, too.
As far as streaming video services go, it doesn’t get much bigger than Netflix. By the numbers, Netflix services more than 118 million subscribers in 190 countries, dishing out more than 140 million hours of TV shows and movies, per day.
And lest we forget, Netflix creeped out some users in December when the company’s official Twitter account poked fun at 53 people who watched A Christmas Prince every day for 18 days. Responding to a backlash on social media, the company reaffirmed its commitment to privacy and said this info “represents overall viewing trends, not the personal viewing information of specific, identified individuals.”
Here’s what Netflix knows about users, what’s done with that data and how to download or delete it.
What info does Netflix receive and store on its users?
Updated in January 2017, Netflix’s official Privacy Statement is available to view online. It’s about 3,000 words and covers most (if not all) of what you’d want to know.
A good chunk of it covers what data Netflix receives and stores on subscribers. This is broken down into three areas:
❚ Information you provide to Netflix: Your name, email address, address, payment method and telephone number. It also stores data, such as when you give content a rating (like 4 stars) or reviews.
❚ Information Netflix collects automatically: This includes what platforms you watch Netflix on (such as a smartphone, tablet, computer, Smart TV or streaming box), your IP address (so it knows where you’re logging in from), watch history and search queries, how long you’ve watched a show and interactions with customer service.
Like many online companies, if you log into Netflix on a Web browser, it also collects information on your Web history such as cookies, Web beacons and advertising identifiers. Netflix says it uses online interest-based advertising to target users with ads on third-party websites or apps — but doesn’t allow for third-party advertising on its service.
❚ Information from other sources: Netflix says it “might supplement the information described above with information we obtain from other sources, including from both online and offline data providers.” Netflix says this supplemental information could include demographic data, interest-based data and Internet browsing behavior. The wording is purposefully vague, but it’s fairly standard for online services.
With whom does it share data?
According to Netflix, the company uses information it collects to “provide, analyze, administer, enhance and personalize their services and marketing efforts, to process member registration, orders and payments, and to communicate with members on these and other topics.”
Netflix says it shares information “for limited purposes, as explained in our Privacy Statement.” Halfway down the page, you’ll see this could include: Internet Service Providers (ISPs), third-party companies tied to promotional offers with Netflix and law enforcement (upon request).
What does Netflix allow other companies to do with your info?
It says it doesn’t sell information about its members, and it doesn’t sell ads to other companies or have thirdparty developers providing applications on its platform.
“Our business is a subscription service model that offers personalized recommendations to you, to help you find shows and movies of interest to you,” the company said in a statement.
Netflix says it may offer joint promotions or programs that, in order for your participation, will require them to share your information with third parties. The advertisement would come from Netflix, but the company may share your name and other info — and these third parties are responsible for their own privacy practices.
Is there a way to download your viewing history?
No. Or at least, not yet.
Netflix says it’s “looking for addition- al, improved ways to give members more access to this information, including watch history.”
But users can opt-out of interestbased ads based on cookies via Netflix’s Evidon tool, and based on an advertising identifier (on a mobile device or tablet) by configuring the appropriate setting on the device (usually found under “privacy” or “ads” in the device settings). In both instances, users may still see Netflix ads, but they will not be tailored to likely interests.
So, what can we access?
Log into your account and click on the “Your Account” option. This page gives access to information, such as email, method of payment, recent billing history, plan information, profiles, viewing activity, recent IP addresses (available under viewing activity), ratings and reviews. In nearly all cases, the information members are looking for can be found on this page, Netflix says.
If they have questions about their personal information, members can contact Netflix at privacy@netflix.com.
Can a customer opt out?
Netflix uses cookies and advertising identifiers to deliver and tailor its own interest-based marketing and advertising. It provides a “cookie tool” that explains what cookies are in use on its website, and that lets you opt out of advertising cookies, if desired.
And what about clearing your Netflix history and starting again?
Yes, you can do that. Titles you’ve viewed on Netflix can be found by visiting Netflix.com/ViewingActivity (while signed in to your account), plus this page is also accessible from your Account page on Netflix.com.