Netflix

Granular playback tracking and a wide advertising data pipeline sit alongside standard subscription data collection — the ad-supported tier raises the stakes considerably.

Data flows to service providers, ad companies, partners, and marketing providers — a broad ecosystem driven largely by the ad-supported tier and cross-platform marketing.

Behavioural advertising can be turned off, data download is available, and matched-identifier marketing can be opted out — but Do Not Track is ignored and retention timelines are vague.

Viewing history is protected from marketing providers, Kids profiles are exempt from behavioural ads, and data protection agreements are used for international transfers — but retention is vague and policy change notice is conditional.