Here's the thing: when your kid watches Bluey on Disney+ or binges Stranger Things on Netflix, those platforms aren't just serving up content. They're collecting data. A lot of it.
We're talking viewing habits, search queries, pause patterns, rewind moments, what device they're using, when they're watching, how long they watch, what they skip, and even how they're watching (are they binge-watching? falling asleep mid-episode?). All of this creates a detailed profile that streaming services use to recommend content, sell ads, and yes—sometimes share with third parties.
The wild part? Most parents don't realize their family's streaming account is essentially a data collection operation disguised as entertainment. And kids' profiles? They're not as protected as you might think.
Look, I get it. You're trying to figure out if your 10-year-old should have Snapchat, whether Roblox is a scam, and why your teen suddenly says "that's so sigma" unironically. Worrying about Netflix privacy feels like adding another thing to an already overwhelming list.
But here's why it matters: streaming platforms are often the first place kids develop a digital footprint. Before they're old enough for social media, they're already being profiled based on their entertainment preferences. This data can follow them, influence what content they see (and don't see), and in some cases, be used for targeted advertising.
Plus, there's the content exposure angle. Algorithms designed to maximize watch time don't care if your 8-year-old accidentally stumbles into age-inappropriate content because the "next episode" autoplay decided to serve up something edgier. The more data these platforms have, the more they think they know what your kid wants—which isn't always what they should be watching.
Let's break down what the major players are doing:
Netflix: Collects viewing history, ratings, search queries, device info, and interaction data (like when you pause or rewind). They use this to train their recommendation algorithm and occasionally share aggregated data with content creators. Kids' profiles have some protections (no ads, content filters), but they're still collecting data.
Disney+: Similar data collection to Netflix, but with a family-friendly twist. They're owned by Disney, which means your data could theoretically be shared across the Disney empire (theme parks, merchandise, other streaming services). Kids' profiles have PIN protection and content restrictions, but the data collection is still happening.
YouTube/YouTube Kids: This is where it gets messier. YouTube has been fined by the FTC for collecting data on kids under 13 without parental consent. They've made changes, but the platform still tracks watch history, search queries, and engagement. YouTube Kids is supposed to be safer, but it's not perfect.
Amazon Prime Video: Collects viewing data and integrates it with your broader Amazon profile. If you've ever wondered why Amazon suddenly recommends Harry Potter merchandise after your kid watches the movies, now you know.
Max (formerly HBO Max): Similar to Netflix and Disney+, but with Warner Bros. Discovery's ad-supported tier, there's more potential for targeted advertising based on viewing habits.
Here's something that'll make you go "wait, what?" The Children's Online Privacy Protection Act (COPPA) is supposed to protect kids under 13 from having their data collected without parental consent. But streaming services have found a workaround: they don't officially know if your kid is using the account.
When you create a "kids profile," you're just setting content restrictions—you're not legally designating it as a child's account in most cases. So the streaming service can say "hey, we're collecting data on the account holder (you, the adult), not the child." It's technically legal, but it's also kind of BS.
Okay, enough doom and gloom. Here's what you can control:
Set Up Actual Kids Profiles
Most platforms offer kids profiles with content restrictions. Use them. Yes, even if your 12-year-old rolls their eyes. These profiles typically have:
- Age-appropriate content filters
- No ability to change settings without a PIN
- Limited (or no) targeted advertising
- Some privacy protections
Turn Off Autoplay
Autoplay is designed to keep kids watching. It's also how they end up three episodes deep into a show you've never heard of. Turn it off in settings. Your kid will survive having to manually click "next episode."
Regularly Review Watch History
Most platforms let you see what's been watched on each profile. Check it occasionally. Not to spy, but to make sure the algorithm isn't serving up weird stuff or that your kid hasn't figured out how to bypass the kids profile.
Use PINs and Parental Controls
Set up PINs for profile switching, purchases, and mature content. Your 9-year-old doesn't need to accidentally stumble into rated-R territory because they were curious about that thumbnail.
Have the Conversation
Talk to your kids about why you're setting these boundaries. Explain (in age-appropriate terms) that streaming services collect data and that you're trying to protect their privacy. Kids are surprisingly receptive to this when you're not being preachy about it.
Consider Ad-Free Tiers
If you're on an ad-supported plan, consider upgrading. Ads mean more data collection and more targeted profiling. It's not foolproof, but it reduces exposure.
Streaming platforms are here to stay, and honestly, they provide a lot of value—quality content, convenience, and way less exposure to the nightmare that is cable TV commercials. But they're not neutral. They're businesses collecting data to maximize engagement and revenue.
You don't have to become a privacy extremist and cancel all your subscriptions. But you should know what's happening, use the tools available to you, and make intentional choices about your family's digital footprint.
Because here's the truth: your kid's viewing habits at age 8 are creating a data profile that could influence what content they're recommended at age 18. That's worth a few minutes of setup and the occasional awkward conversation.
Want to dig deeper? Learn more about how streaming algorithms actually work
or explore alternatives to mainstream streaming platforms.
And if you're wondering whether your family's streaming habits are typical for your community, Screenwise can help you understand that context. Because sometimes it helps to know you're not the only one trying to figure this stuff out.