US State Law Privacy Notice (CA Privacy Notice)

Roku · agreement dated July 1, 2026 · Official agreement

166 cards.

Last updated: July 1, 2026

US State Law Privacy Notice

This additional notice (“Notice”) is for residents of California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia, and supplements the information contained in the Privacy Policy and applies to residents of those states whose data we process as a business or controller. It also describes how you exercise the rights under the California Consumer Privacy Act, the Colorado Privacy Act, the Connecticut Act Concerning Personal Data Privacy and Online Monitoring, the Delaware Personal Data Privacy Act, the Florida Digital Bill of Rights, the Indiana Consumer Data Protection Act, the Iowa Consumer Data Protection Act, the Kentucky Consumer Data Protection Act, the Maryland Online Data Privacy Act, the Minnesota Consumer Data Privacy Act, the Montana Consumer Data Privacy Act, the Nebraska Data Privacy Act, the New Hampshire Data Privacy Act, the New Jersey Data Privacy Act, the Oregon Consumer Privacy Act, the Rhode Island Data Transparency and Privacy Protection Act, the Tennessee Information Protection Act, the Texas Data Privacy and Security Act, the Utah Consumer Privacy Act, and the Virginia Consumer Data Protection Act (collectively the “U.S. State Privacy Laws”).

For the purpose of this Notice, “Personal Information” means information that the laws listed in this Part VI define as “Personal Information or “Personal Data”. Where applicable, Personal Information has the same meaning as those same terms or similar terms under the U.S. State Privacy Laws of the state in which you reside. Personal Information does not include information that is:

Publicly available, as defined by the applicable U.S. State Privacy Laws.

Deidentified or aggregated.

Otherwise excluded from the scope of the applicable U.S. State Privacy Laws.

In the event that a term used in this Notice has a different meaning under different U.S. State Privacy Laws, such term shall have the meaning under the laws of the state in which you reside.

A. California

We collect Personal Information from you when you provide it to us or automatically through the Roku Services. We may also obtain information about you from other sources, such as third-party platforms, devices and services used to access the Roku Services, Third Party Channels, content providers, data providers, ad networks and advertising partners, advertisers, service providers (including payment service providers), providers of accounts you link to your Roku account, participating merchants and their partners, and other users if they have referred you to the Roku Services or provided your information to us.

Categories of Personal Information Being Collected and Processed

The Purposes for Processing

Categories of Third Parties to Whom the Personal Information is "Shared" for Cross-Context Behavioral Advertising or "Sold" and the Purpose

A. Identifiers, including, device identifiers, internet protocol addresses, browser cookies, and other unique online identifiers

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

App providers, where the app is installed on your Roku Device, and content providers from whom you purchase or subscribe to content (to help you discover content and provide a more tailored experience on the Roku Services, for analytics and reporting purposes by the providers, or to bring you more relevant ads and report on effectiveness of ad campaigns)

Third party platforms and devices you use to access the Roku Services (to help them bring you more relevant ads and report on the effectiveness of ad campaigns)

B. Account registration Information, i.e., name, address, email address, telephone number, and payment method and card number

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

C. Characteristics of protected classifications under California or Federal law

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

D. Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

E. Internet or other electronic network activity information, including, but not limited to, browsing history, search history, and information regarding a consumer’s interaction with an Internet website, application, or advertisement

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

App providers, where the app is installed on your Roku Device, and content providers from whom you purchase or subscribe to content (to help you discover content and provide a more tailored experience on the Roku Services, for analytics and reporting purposes by the providers, or to bring you more relevant ads and report on effectiveness of ad campaigns)

Third party platforms and devices you use to access the Roku Services (to help them bring you more relevant ads and report on the effectiveness of ad campaigns)

F. General geolocation data, such as general location and geographical information, including designated market area, country, province, state, city, and postal code

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

G. Precise geolocation

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To personalize your experience on the Roku Services.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

H. Audio, electronic, visual, thermal, olfactory, or similar information

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

I. Inferences drawn from Personal Information, including your preferences, interests, and other information used to personalize your experience

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

J. Professional or Employment Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

K. Education Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

L. Personal Information that reveals racial or ethnic origin, religious or philosophical beliefs, union membership, health, and wellness information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

M. Personal Information that reveals (a) account log-in, financial account, debit card, or credit card number in combination with any required security or access code, password, or credentials allowing access to an account, (b) social security, driver’s license, state identification card, or passport number, and (c) content of consumer emails, texts and messages where we are not the intended recipient

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Over the past 12 months, Roku has disclosed for a business purpose each of the categories of Personal Information as described in the chart above to service providers and contractors.

Over the past 12 months, Roku has collected, processed, disclosed, shared for cross-context behavioral advertising, and sold each of the categories of Personal Information as described in the chart above. Roku does not have actual knowledge that it sells Personal Information or shares for cross-context behavioral advertising the Personal Information of consumers under 16 years of age. Roku does not collect genetic or biometric information, neural data, information on sex life or sexual orientation, or citizenship or citizenship status.

Personal Information we collect may be retained for as long as needed to fulfill legitimate business purposes, including the purposes outlined in Section 2, “Categories of Personal Information We Collect, Process, and Disclose to Third Parties; and the Purposes of Processing” of this Supplemental U.S. State Law Privacy Notice, or for a time period specifically required or allowed by applicable regulations or laws.

  • Your California Privacy Rights

If you are a California resident, subject to certain exceptions, you may exercise the following rights:

The right to know what Personal Information we have collected about you, including the categories of Personal Information, the categories of sources from which the Personal Information is collected, the business or commercial purpose for collecting, selling, or sharing Personal Information, the categories of third parties to whom we disclose Personal Information, the categories of Personal Information that the business sold or shared, and for each category identified, the categories of third parties to whom it sold or shared that particular category of Personal Information, and the categories of Personal Information that the business disclosed for a business purpose, and for each category identified, the categories of service providers or contractors to whom it disclosed that particular category of Personal Information.

The right to access the specific pieces of Personal Information we have collected about you in a portable and, to the extent technically feasible, readily usable format.

The right to correct inaccurate Personal Information that we maintain about you.

The right to request deletion of the Personal Information that we have collected about you.

The right to opt out of the sale of Personal Information, or the sharing of Personal Information for cross-context behavioral advertising.

The right to limit our use or disclosure of your sensitive Personal Information, where permitted by law.

The right to not be retaliated against for the exercise of your privacy rights.

The right to appeal any decision with regard to your privacy request

You can submit a right to know/access, correct, and deletion request to through our online form. Such requests are subject to our ability to reasonably verify your identity, where Roku has the right or obligation to do so under applicable law. If you have a Roku account, we will verify your identity by asking you to log into your account. If you don’t have a Roku account, we will attempt to verify your identity by asking you to provide (through the online form or via privacy@roku.com) data elements that we may have collected about you, such as your device type, device ID, and cookie ID.

You can exercise your right to opt out of the “sale” of your Personal Information, or the “sharing” of your Personal Information for cross-context behavioral advertising, and limit our use of your sensitive Personal Information, where permitted by law, by visiting Roku’s Your Privacy Choices page or visiting the Privacy section of the Settings menu of your Roku players and Roku TV models. If you are visiting any Roku Site using a web browser with the Global Privacy Control (“GPC”) signal enabled, we will treat the GPC signal as a “sale” and “sharing” opt-out request. When you are logged into your Roku account, we honor a GPC signal as a request to opt out of the “sale” and “sharing” of personal information for that account. When you are not logged into a Roku account or you do not have a Roku account, we honor a GPC signal as a request to opt out of the “sale” and “sharing” of personal information for the browser from which the signal is received, subject to our ability to associate the signal with your information.

Where permitted by applicable law, you may authorize another person (your “Authorized Agent”) to submit a request on your behalf through the methods described above. Your Authorized Agent should submit proof that you gave the agent signed permission to submit the request. We may still require you to directly verify your identity and directly confirm that you have provided the Authorized Agent permission to submit the request. If you have questions about our Privacy Policy, please email privacy@roku.com.

California’s Shine the Light law permits California residents to request and receive, once per calendar year and free of charge, information about our sharing of your Personal Information (if any) with third parties for their own direct marketing use. If you are a California resident and would like to make such a request, please email privacy@roku.com. In your request, please include your name and attest to the fact that you are a California resident and provide a current California address. We may ask you for additional information to confirm your identity before responding to this request.

B. Colorado, Connecticut, Delaware, Florida, Indiana, Kentucky, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, and Virginia

We collect Personal Information from you when you provide it to us or automatically through the Roku Services. We may also obtain information about you from other sources, such as third-party platforms, devices and services used to access the Roku Services, Third Party Channels, content providers, data providers, ad networks and advertising partners, advertisers, service providers (including payment service providers), providers of accounts you link to your Roku account, participating merchants and their partners, and other users if they have referred you to the Roku Services or provided your information to us.

Categories of Personal Information Being Collected and Processed

The Purposes for Processing

Categories of Third Parties to Whom the Personal Information Is Disclosed

Categories of Third Parties to Whom the Personal Information is "Sold" and the Purpose

A. Identifiers, including, device identifiers, internet protocol addresses, browser cookies, and other unique online identifiers

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Third party platforms and devices you use to access the Roku Services

Voice assistant providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Other users of the Roku Services

Merchants and their partners you transact with on Roku Services

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

App providers, where the app is installed on your Roku Device, and content providers from whom you purchase or subscribe to content (to help you discover content and provide a more tailored experience on the Roku Services, for analytics and reporting purposes by the providers, or to bring you more relevant ads and report on effectiveness of ad campaigns)

Third party platforms and devices you use to access the Roku Services (to help them bring you more relevant ads and report on the effectiveness of ad campaigns)

B. Account registration Information, i.e., name, address, email address, telephone number, and payment method and card number

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers from whom you are purchasing or subscribing

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Merchants and their partners you transact with on Roku Services

C. Characteristics of protected classifications under Federal law to the extent they are not "sensitive data" under applicable U.S. State Privacy Laws

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

D. Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Merchants and their partners you transact with on Roku Services

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

E. Internet or other electronic network activity information, including, but not limited to, browsing history, search history, and information regarding a consumer’s interaction with an Internet website, application, or advertisement

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Third party platforms and devices you use to access the Roku Services

Voice assistant providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Other users of the Roku services when you use certain features of our service (e.g., when you post on Roku Community, upload product reviews or content)

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

App providers, where the app is installed on your Roku Device, and content providers from whom you purchase or subscribe to content (to help you discover content and provide a more tailored experience on the Roku Services, for analytics and reporting purposes by the providers, or to bring you more relevant ads and report on effectiveness of ad campaigns)

Third party platforms and devices you use to access the Roku Services (to help them bring you more relevant ads and report on the effectiveness of ad campaigns)

F. General geolocation data, such as general location and geographical information, including designated market area, country, province, state, city, and postal code

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

G. Precise geolocation

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To personalize your experience on the Roku Services.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests.

H. Audio, electronic, visual, thermal, olfactory, or similar information

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Voice assistant providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Other users of the Roku Services

I. Inferences drawn from Personal Information, including your preferences, interests, and other information used to personalize your experience

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers and services

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests.

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns).

J. Professional or Employment Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

K. Education Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

L. Personal Information that reveals (a) account log-in, financial account, debit card, or credit card number in combination with any required security or access code, password, or credentials allowing access to an account, (b) social security, driver’s license, state identification card, or passport number, and (c) content of consumer emails, texts and messages where we are not the intended recipient.

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors.

Our affiliates.

Law enforcement or others involved with legal, security and safety matters, processes and requests.

Merchants and their partners you transact with on Roku Services.

Unless prohibited by applicable law, data collected from you or your devices may be used to improve Roku's internal machine learning models, which are used for purposes such as recommending content and apps to you. This may constitute "training" of "large language models" under certain applicable laws.

Roku does not have actual knowledge that it sells Personal Information of consumers under 16 years of age. If we process deidentified data provided to us by third parties, we will not attempt to reidentify it if we are prohibited by applicable law from doing so.

Personal Information we collect may be retained for as long as needed to fulfill legitimate business purposes, including the purposes outlined in Section 2, “Categories of Personal Information We Collect, Process, and Disclose to Third Parties; and the Purposes of Processing” of this Supplemental U.S. State Law Privacy Notice, or for a time period specifically required or allowed by applicable regulations or laws.

Some states provide consumers certain rights regarding their Personal Information. Depending on where you live and subject to certain exceptions, you may exercise the following rights:

The right to confirm whether we are processing your Personal Information and to access the specific pieces of Personal Information we have collected about you in a portable and, to the extent technically feasible, readily usable format.

The right to correct inaccurate Personal Information that we maintain about you.

The right to request deletion of the Personal Information that we have collected about you.

The right to opt out of the processing of your Personal Information for targeted advertising.

The right to opt out of the sale of your Personal Information.

The right to limit our collection, use or disclosure of your sensitive Personal Information, where permitted by law.

The right to be free from discriminatory treatment for the exercise of your privacy rights.

The right to appeal any decision with regard to your privacy request.

The right to opt-out of profiling in furtherance of producing legal or significant decisions concerning you, query the decision, be informed of reasons for the decision and what actions would secure a different decision, review and correct any inaccurate personal information used to make the decision, and have the decision re-evaluated. We do not engage in such profiling.

The right to opt out of any voice or facial recognition features.

The right to obtain a list of specific third parties, other than natural persons, to which we have disclosed Personal Information.

You can submit an access, correction, deletion, and appeal request through our online form, or via e-mail at privacy@roku.com. Such requests are subject to our ability to reasonably verify your identity, where Roku has the right or obligation to do so under applicable law. If you have a Roku account, we will verify your identity by asking you to log into your account. If you don’t have a Roku account, we will attempt to verify your identity by asking you to provide (through the online form or via privacy@roku.com) data elements that we may have collected about you, such as your device type, device ID, and cookie ID.

You can exercise your right to opt out of the processing of your Personal Information for targeted advertising or the “sale” of your Personal Information by visiting Roku’s Your Privacy Choices page or Privacy section of the Settings menu of your Roku players and Roku TV models. Where required by law, if you are visiting any Roku Site using a web browser with the Global Privacy Control (“GPC”) signal enabled, we will treat the GPC signal as a request to opt out of the use of your Personal Information for targeted advertising and the “sale” of your Personal Information.

Where permitted by applicable law, you may authorize another person (your “Authorized Agent”) to submit a request on your behalf through the methods described above. Your Authorized Agent should submit proof that you gave the agent signed permission to submit the request. We may still require you to directly verify your identity and directly confirm that you have provided the Authorized Agent permission to submit the request. If you have questions about our Privacy Policy, please email privacy@roku.com.

C. Iowa and Utah

Iowa and Utah Residents: You can opt out of our processing of Personal Information that Iowa and Utah law considers to be sensitive by visiting Your Privacy Choices page or the privacy settings on your Roku device.

We collect Personal Information from you when you provide it to us or automatically through the Roku Services. We may also obtain information about you from other sources, such as third-party platforms, devices and services used to access the Roku Services, Third Party Channels, content providers, data providers, ad networks and advertising partners, advertisers, service providers (including payment service providers), providers of accounts you link to your Roku account, participating merchants and their partners, and other users if they have referred you to the Roku Services or provided your information to us.

Categories of Personal Information Being Collected and Processed

The Purposes for Processing

Categories of Third Parties to Whom the Personal Information Is Disclosed

Categories of Third Parties to Whom the Personal Information is Disclosed for Targeted Advertising or "Sold" and the Purpose

A. Identifiers, including, device identifiers, internet protocol addresses, browser cookies, and other unique online identifiers

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Third party platforms and devices you use to access the Roku Services

Voice assistant providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Other users of the Roku Services

Merchants and their partners you transact with on Roku Services

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

App providers, where the app is installed on your Roku Device, and content providers from whom you purchase or subscribe to content (to help you discover content and provide a more tailored experience on the Roku Services, for analytics and reporting purposes by the providers, or to bring you more relevant ads and report on effectiveness of ad campaigns)

Third party platforms and devices you use to access the Roku Services (to help them bring you more relevant ads and report on the effectiveness of ad campaigns)

B. Account registration Information, i.e., name, address, email address, telephone number, and payment method and card number

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers from whom you are purchasing or subscribing

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Merchants and their partners you transact with on Roku Services

C. Characteristics of protected classifications under Federal law

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

D. Commercial information, including records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Merchants and their partners you transact with on Roku Services

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

E. Internet or other electronic network activity information, including, but not limited to, browsing history, search history, and information regarding a consumer’s interaction with an Internet website, application, or advertisement

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Advertisers, ad networks and advertising partners

Advertising measurement providers

Third party platforms and devices you use to access the Roku Services

Voice assistant providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Other users of the Roku services when you use certain features of our service (e.g., when you post on Roku Community, upload product reviews or content)

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

App providers, where the app is installed on your Roku Device, and content providers from whom you purchase or subscribe to content (to help you discover content and provide a more tailored experience on the Roku Services, for analytics and reporting purposes by the providers, or to bring you more relevant ads and report on effectiveness of ad campaigns)

Third party platforms and devices you use to access the Roku Services (to help them bring you more relevant ads and report on the effectiveness of ad campaigns)

F. General geolocation data, such as general location and geographical information, including designated market area, country, province, state, city, and postal code

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

G. Precise geolocation

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To personalize your experience on the Roku Services.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

H. Audio, electronic, visual, thermal, olfactory, or similar information

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

App and content providers

Voice assistant providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Other users of the Roku Services

I. Inferences drawn from Personal Information, including your preferences, interests, and other information used to personalize your experience

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers and services

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

J. Professional or Employment Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

K. Education Information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

L. Personal Information that reveals racial or ethnic origin, religious beliefs, health, and wellness information

To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.

To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.

For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.

To measure performance and analyze key metrics relevant to our business.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

Service providers and vendors

Advertisers, ad networks and advertising partners

Advertising measurement providers

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns)

M. Personal Information that reveals (a) account log-in, financial account, debit card, or credit card number in combination with any required security or access code, password, or credentials allowing access to an account, (b) social security, driver’s license, state identification card, or passport number, and (c) content of consumer emails, texts and messages where we are not the intended recipient

To provide and maintain the Roku Services, and to process and fulfill your requests or orders.

To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.

To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.

Service providers and vendors

Our affiliates

Law enforcement or others involved with legal, security and safety matters, processes and requests

Merchants and their partners you transact with on Roku Services

Roku does not have actual knowledge that it processes the Personal Information of consumers under 13 years of age.

Personal Information we collect may be retained for as long as needed to fulfill legitimate business purposes, including the purposes outlined in Section 2, “Categories of Personal Information We Collect, Process, and Disclose to Third Parties; and the Purposes of Processing” of this Supplemental U.S. State Law Privacy Notice, or for a time period specifically required or allowed by applicable regulations or laws.

If you are a Utah resident, subject to certain exceptions, you may exercise the following rights:

The right to know what Personal Information we have collected about you, including the categories of Personal Information, the categories of sources from which the Personal Information is collected, the business or commercial purpose for collecting, selling, or sharing Personal Information, and the categories of third parties to whom we disclose Personal Information.

The right to access the specific pieces of Personal Information we have collected about you in a portable and, to the extent technically feasible, readily usable format.

The right to correct inaccurate Personal Information that we maintain about you.

The right to request deletion of the Personal Information that we have collected about you.

The right to opt out of the sale of Personal Information, or the processing of Personal Information for targeted advertising.

The right to limit our use or disclosure of your sensitive Personal Information, where permitted by law.

The right to be free from discriminatory treatment for the exercise of your privacy rights.

The right to appeal any decision with regard to your privacy request

You can submit a right to know/access, correct, and deletion request to through our online form. Such requests are subject to our ability to reasonably verify your identity, where Roku has the right or obligation to do so under applicable law. If you have a Roku account, we will verify your identity by asking you to log into your account. If you don’t have a Roku account, we will attempt to verify your identity by asking you to provide (through the online form or via privacy@roku.com) data elements that we may have collected about you, such as your device type, device ID, and cookie ID.

You can exercise your right to opt out of the “sale” of your Personal Information, or the processing of your Personal Information for targeted advertising, and limit our use of your sensitive Personal Information, where permitted by law, by visiting Roku’s Your Privacy Choices page or visiting the Privacy section of the Settings menu of your Roku players and Roku TV models. If you are visiting any Roku Site using a web browser with the Global Privacy Control (“GPC”) signal enabled, we will treat the GPC signal as a “sale” opt-out request.

Where permitted by applicable law, you may authorize another person (your “Authorized Agent”) to submit a request on your behalf through the methods described above. Your Authorized Agent should submit proof that you gave the agent signed permission to submit the request. We may still require you to directly verify your identity and directly confirm that you have provided the Authorized Agent permission to submit the request. If you have questions about our Privacy Policy, please email privacy@roku.com.