![]() ![]() If you go to Account, Settings you can opt out of test participation, a setting that involves you in Netflix test scenarios such as ads for other Netflix shows. “People will have to take a view on whether they are comfortable sharing that information with Netflix, but much of it feeds into the core functionality of the platform.”ĭespite this there are some options you can enable in your account settings to increase your privacy. “There is very little scope to restrict the collection of device, connection or activity information which is collected by default,” says Will Richmond-Coggan, a technology and privacy specialist at Nottingham based law firm Freeths LLP. “Collecting data that you cannot opt out of using that data to push marketing where consent allows to get more data and selling data they collect to advertising agencies.” What you can do to stop Netflix data collectionīecause it is so core to the service you sign up to, there is no way to turn off personalisation on Netflix. According to Netflix’s privacy notice, it or partners could do several things, she says. ![]() “Unless it’s clear and transparent that they don’t do something, there’s every possibility they are doing it,” says Emily Overton, managing director of data protection consultancy RMGirl. Netflix’s privacy policy says data can be shared between partners and suppliers such as your TV or internet service provider, streaming media device providers, mobile phone carriers and voice assistant platform providers. In addition, if you request a download of your data, you can obtain their information – but they can’t ask Netflix for a copy of their own data unless their profile is connected to a separate email address. Sharing passwords also gives others access to all your account information. If you share a Netflix account with a partner, flatmate or family member, you will each be able to see what the other is watching. She can see the location of my home via the IP address and work out when I am using a VPN. Looking at my data, Rowenna Fielding, founder and director of privacy consultancy Miss IG Geek, says she could work out I am in a relationship with a man, what our income bracket is via the devices we are using, and our beliefs, values and cultural backgrounds reflected by the content we watch. I share a Netflix account with my husband and we use separate profiles – although these are tangled because we often watch Netflix together. But the more data they can accumulate, the better it is for them.” “It raises the question of whether they should be keeping data for that long. The information goes back to 2015 – which Walshe says is a long time for a company to keep data. According to the files, Netflix knows I’m in the UK as well as my specific region, and devices I have been using including my MacBook Pro, Apple TV, Samsung TV, and sixth generation iPad. In order to better understand Netflix’s data collection, I submitted a request for all the information it has on me. But the streaming giant does collect rich data from over 200 million subscribers, and this information is so core to its service that you can’t opt out of it. Netflix doesn’t include adverts inside its service, despite pressure from investors and analyst predictions that it could reap a $1 billion annual windfall by doing so. The streaming service allegedly greenlighted political drama House of Cards without even seeing a pilot. More widely, Netflix’s data-driven programming helps to inform the TV shows it commissions. Combined with the streaming service’s vast big data analytics capabilities, it’s why Netflix is so good at offering recommendations for what to watch next. It’s common knowledge that Netflix collects data about what you view and how long you watch it for. Netflix is a company that’s built on data. As everyone rushed to try out Charlie Brooker’s interactive Black Mirror show, there was one thing most people didn’t consider: Netflix was gathering every choice they made and using it to further fuel its dominance as a streaming provider. ![]() In December 2019, Netflix premiered Bandersnatch, a choose your own adventure-style film that allowed viewers to control the outcome.
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