Netflix uses your data to provide, maintain, improve and promote the service and to communicate with you
Netflix uses your personal information to provide, maintain, improve and promote the Netflix service and to communicate with you, for the purposes listed in this section.
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We use your personal information to provide, maintain, improve, and promote the Netflix service, and to communicate with you. This involves using the categories of personal information listed above for the following purposes:
Use & Processing · Company practice
Netflix uses your data to provide the service, personalize recommendations and localize content
To provide the service, Netflix uses personal details, account/profile information, purchase information, usage information, device and network information, and communications. This includes personalized recommendations of content it thinks will interest you, personalizing and optimizing features (such as how recommendations are presented), and localizing content to your geography in line with content partners' licensing terms.
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To provide our service including making personalized recommendations for Netflix content that we think will be of interest to you
This may also include personalizing and optimizing the features and functionalities of the service (such as the way in which the recommendations are presented to you), and localizing Netflix content relevant to your geography in compliance with our content partners’ licensing terms.
We use the following categories of personal information for this purpose: personal details, Netflix account/profile information, purchase information, usage information, device and network information, and communications.
The linked netflix.com/recommendations page is not supplied.
Use & Processing · Company practice
Netflix uses your data to run its business: payments, transactional messages, ISP troubleshooting and requests
Netflix uses personal details, payment details, purchase information, account/profile information, usage information, device and network information, and communications to administer and operate its business. Examples: processing payments and gift cards, sending transactional messages (such as subscription start confirmations or account changes), determining your internet service provider to troubleshoot network issues, responding to your inquiries and requests, and handling operational requests such as password resets.
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To administer and operate our business including purposes such as processing payments and any gift cards you redeem, sending transactional communications to you (such as confirmation of subscription start date or information about changes to your account), determining your internet service provider to support network troubleshooting issues, responding to your inquiries and requests, and assisting you with operational requests such as password resets.
We use the following categories of personal information for this purpose: personal details, payment details, purchase information, Netflix account/profile information, usage information, device and network information, and communications.
Use & Processing · Company practice
Netflix analyzes how users interact with the service, including survey responses, to improve content and delivery
Netflix uses personal details, payment details, purchase information, account/profile information, usage information, device and network information, and communications to research, analyze and improve its services: understanding how users interact with Netflix, improving services and optimizing content selection and service delivery. This may include processing your answers to surveys you take part in.
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To research, analyze, and improve our services such as analyzing and understanding how users interact with the Netflix service, to improve our services and optimize Netflix content selection and service delivery. This may also include processing your personal information in connection with any surveys you participate in.
We use the following categories of personal information for this purpose: personal details, payment details, purchase information, Netflix account/profile information, usage information, device and network information, and communications.
Use & Processing · Company practice
Netflix may personalize its marketing messages and its marketing on third-party services to your likely interests
Netflix uses your data to send marketing and informational messages, including news and promotions about the service, new features, available content and Offers, and Netflix marketing on third-party services. Any of these, including the third-party marketing, may be personalized to you or your likely interests. Depending on the message, Netflix may use personal details, payment details, account/profile information, purchase information, usage information, device and network information, and communications. You can change communication preferences in the Communication Preferences section; choices about Netflix marketing on third-party services are in the cookies section.
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To send marketing and informational messages including news and promotional communications about our service, new features, available Netflix content, Offers, as well as Netflix marketing on third party services. Any of these messages, including Netflix marketing on third party services, may be personalized for you or your likely interests.
Please see the section “Communication Preferences” below to change your communications preferences. To understand your choices in connection with Netflix’s marketing on third party services, please see the “Cookies and other Technologies” section below.
Depending on the nature of the message we send, we may use the following categories of personal information for this purpose: personal details, payment details, Netflix account/profile information, purchase information, usage information, device and network information, and communications.
Qualifications & exceptions
The categories used depend on the nature of the message.
Use & Processing · Company practice
Netflix uses your data, including purchase and payment data, to select, deliver and measure ads, some behavioral
Netflix uses personal details, payment details, purchase information, account/profile information, usage information, advertising information, and device and network information to support advertisements: to provide, analyze, administer, enhance, optimize, select, deliver and measure ads. It uses your personal information to present ads to you, and some of its ads may be Behavioral Advertisements (selected using your activity on unaffiliated third-party services). Choices are described in the Advertising Choices section.
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To support advertisements including to provide, analyze, administer, enhance, optimize, select, deliver and measure advertisements. We use the following categories of personal information for this purpose: personal details, payment details, purchase information, Netflix account/profile information, usage information, advertising information, and device and network information.
We use your personal information to present you with advertisements. Some of our advertisements may be Behavioral Advertisements .
Please see the section “Advertising Choices” below to learn about your choices.
Qualifications & exceptions
Only some ads "may be" Behavioral Advertisements.
Use & Processing · User right or choice
You can object to or restrict processing, and withdraw consent at any time where consent is the basis
You can object to, or ask Netflix to restrict, processing of your personal information. Where Netflix collects and processes your data with your consent, you can withdraw consent at any time. Withdrawal does not affect the lawfulness of processing before you withdrew, or processing that relies on legal grounds other than consent.
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Objection, restriction, and withdrawal of consent: You can object to or request that we restrict processing of your personal information. If we have collected and are processing your personal information with your consent, then you can withdraw your consent at any time.
Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal, nor will it affect processing of your personal information conducted in reliance on lawful processing grounds other than consent.
Qualifications & exceptions
Withdrawing consent only stops consent-based processing going forward; processing under other lawful grounds continues.
Not stated here
The statement does not say which processing relies on consent and which on other grounds; the linked help article is not supplied.
Use & Processing · User right or choice
You may have a right not to be subject to solely automated decisions with legal or similar effects
You may have a right not to be subject to a decision made solely by automated means where that decision has a legal effect on you or a similarly significant effect.
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Right not to be subject to automated decision making: You may have a right not to be subject to a decision made solely using automated means, where such decision would have a legal effect on you or produce a similarly significant effect.
Qualifications & exceptions
Stated as a right you "may" have; it covers only solely automated decisions with legal or similarly significant effects.
Not stated here
The statement does not say whether Netflix makes any such decisions or where this right applies.
Use & Processing · User right or choice
If eligible, you can turn off Behavioral Advertising per profile; you will still see non-behavioral ads
Netflix says it respects your Behavioral Advertising preferences, as applicable. If you are eligible for Behavioral Advertisements, a "Behavioral Advertising" setting appears in "Privacy and data settings" for the relevant profile in the "Account" section, and you can change it at any time. With the setting off you still see ads, but they are non-behavioral.
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Behavioral Advertising Choices for Advertisements on Netflix
We respect your Behavioral Advertising preferences, as applicable. If you are eligible for Behavioral Advertisements, a “Behavioral Advertising” setting will be available to you in the “Privacy and data settings” menu (for the relevant profile) of the “Account” section of our website that you can adjust at any time.
If your Behavioral Advertisements setting is off, you will still see advertisements, but they will be non-behavioral advertisements.
Qualifications & exceptions
The setting is available only "if you are eligible" for Behavioral Advertisements.
Turning it off does not stop ads; it stops behavioral selection.
The setting is per profile.
Not stated here
The statement does not define who is eligible for Behavioral Advertisements.
Netflix supports industry opt-out programs for behavioral ads in Europe, Canada and the US
Netflix supports self-regulatory programs that give additional choices about Behavioral Advertising: the European Interactive Digital Advertising Alliance (EDAA) in Europe, AdChoices from the Digital Advertising Alliance of Canada (DAAC) in Canada, and the Digital Advertising Alliance (DAA) in the US. More about your choices is in a linked help article.
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Digital Advertising Alliance Opt Out Control
Netflix supports the following self-regulatory programs, which provide additional privacy choices for Behavioral Advertising:
European Interactive Digital Advertising Alliance (EDAA)
Digital Advertising Alliance of Canada (DAAC)
Digital Advertising Alliance (DAA)
To learn more about your personal information choices, please see
Qualifications & exceptions
Each program is listed for its region.
Not stated here
The programs' own opt-out tools and the linked help article are not supplied, so how far these opt-outs reach is not shown.
Use & Processing · Company commitment
Kids profiles use limited data, such as a persistent identifier, for recommendations and parental controls
In the Kids experience (such as a Kids profile), Netflix processes limited personal information, such as a persistent identifier, to provide and improve the service: personalizing content recommendations for children, enforcing parental controls, and showing parents how their children use the service. Netflix does not engage in Behavioral Advertising on Kids profiles.
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We also offer a Kids experience (e.g., Kids profile) where we process limited personal information (e.g., a persistent identifier) to provide and improve our services, such as to personalize recommendations for Netflix content for children, enforce parental controls, and give parents visibility into how their children use our services.
We do not engage in Behavioral Advertising on Kids profiles.
Qualifications & exceptions
The statement gives a persistent identifier as an example of the limited information; it does not list everything processed.
Use & Processing · Company practice
Netflix uses your game handle and player data to show leaderboards and connect you with other players
For games with these features, Netflix uses account/profile information, usage information, and device and network information to provide the game. For leaderboards and achievements it uses data such as your game handle to show them to you and other players. For features to find or interact with other players, it uses your data and the data you provide about others to find that player and send your connection request, and to let them find you and send requests.
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When you play Netflix games, we use personal information as described in the Netflix Privacy Statement. If you play games with the features mentioned above (or similar features), the following provides additional examples of how we may use your personal information:
We use the following categories of personal information used to provide our service with these features: Netflix account/profile information, usage information, and device and network information.
For features such as leaderboards and game achievements, we use your personal information (such as your game handle), in order to display the leaderboard and achievements to you and other players;
For features that enable you to find or interact with other players in Netflix games (such as online multiplayer games), we use your personal information and the personal information you provide about others in order to find that player and send them your connection request (and for them to find you and send you a connection request);
Qualifications & exceptions
These are additional examples of how Netflix "may use" data; the main statement's uses also apply.
Use & Processing · Company practice
Online multiplayer may show your general location and use it to match you to nearby servers
In online multiplayer games, Netflix may display your device's general location (such as city, state/province or country) and use it to match you with players close to the relevant game server, to reduce interruptions from internet delays.
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For online multiplayer games, we may display the general location of your device (such as your city, state/province, or country), and use that information to match you with other players that are close to the relevant game server so that your gameplay is less likely to be interrupted by internet delays;
Qualifications & exceptions
General location only; "may display".
Not stated here
The statement does not say to whom the location is displayed or whether you can turn it off.
Use & Processing · Company practice
US notice: each category is used for one or more of Netflix's eight stated purposes, plus games uses
Netflix says it uses, and in the past twelve months used, each category for one or more of the purposes in "How We Use Your Personal Information": providing the service, operating the business, research and improvement, partner integrations and promotions, marketing, supporting ads, safety and fraud prevention, and legal compliance and Terms of Use enforcement. For games with leaderboards, multiplayer, chat, Game Controller or user-generated content, it uses data as described in the games supplement.
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We use and have used in the past twelve months, each of the categories of personal information for one or more of the purposes described in the section “How We Use Your Personal Information.”
For ease of reference, we use the personal information to provide our service; to administer and operate our business; to research, analyze and improve our services; to enable partner integrations and promotions; to send marketing and informational messages; to support advertisements; for safety, security and fraud prevention; and to comply with law and enforce the Netflix Terms of Use.
When you play Netflix games that have features such as leaderboards, achievements, local multiplayer, online multiplayer, friend-related features, text or voice chat, Netflix Game Controller, and user-generated content, we use your personal information as described in the Netflix Games Supplemental Privacy Disclosures.
Qualifications & exceptions
The statement does not map each category to specific purposes in this section.
Use & Processing · Company commitment
Netflix may de-identify data and does not try to re-identify it except as the law permits
Netflix may securely de-identify personal information when it decides that is appropriate for its business. It takes reasonable measures to keep and use such information in de-identified form and does not attempt to re-identify it, except as permitted by applicable law.
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We may de-identify personal information in a secure manner when we determine it is appropriate as part of our business operations. We take reasonable measures to maintain and use the information in a de-identified manner. We do not attempt to re-identify such information, except as permitted under applicable law.
Qualifications & exceptions
Re-identification is excluded "except as permitted under applicable law".
Use & Processing · Restriction or exception
Netflix collects sensitive data like your password and payment details but offers no right-to-limit choice
Netflix says it collects information such as your Netflix username, password and payment details, which could be considered "sensitive personal information". It says it uses these only to provide the service, operate the business, and for other permitted purposes in the statement, not for any purpose that would require offering a choice to limit their use under some US State Privacy Laws, so it does not offer that choice.
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Right to Limit the Use of Sensitive Personal Information. As described above, we do collect sensitive personal information such as your Netflix username, password, and payment details, which could be considered types of “sensitive personal information.”
However, we use these types of sensitive personal information only for the purpose of providing our service; administering and operating our business; and other permitted purposes as described in the Privacy Statement and not for a purpose which would require offering a choice to limit its use under some US State Privacy Laws.
Qualifications & exceptions
The absence of a limit option rests on Netflix's statement that it uses this data only for permitted purposes.
Not stated here
"Other permitted purposes" is not listed in this paragraph.