"When you watch Netflix, Netflix is watching you": Texas sues streaming giant

In the United States, a storm is descending on Netflix: Texas is suing the platform, accusing it of using user data without genuine consent and fostering streaming addiction.

The state of Texas has decided to take Netflix to court, accusing the platform of collecting and misusing its users' personal data, including that of minors, and of having designed certain features to increase screen time. The lawsuit was brought by Republican Attorney General Ken Paxton, who filed a nearly sixty-page complaint in a Dallas-area court. The tone of the document is particularly harsh: according to the prosecution, the platform's model is not limited to simple entertainment, but exploits users' digital habits to generate multi-billion dollar profits. The shocking phrase contained in the complaint has already gone viral in the U.S.: "When you watch Netflix, Netflix watches you."

Personal data and targeted advertising in the crosshairs

According to the State of Texas, Netflix collected sensitive user information without truly informed consent. Among the data mentioned are geolocation, devices used, browsing history, viewing preferences and even searches carried out on the platform. The prosecution also claims that this information was shared with advertising agencies and data brokers to create highly targeted commercial campaigns. A system which, according to prosecutor Paxton, generated enormous revenues by exploiting subscribers' digital behavior. Particular attention is paid to minors. The complaint alleges that the platform has put tools in place capable of increasing the psychological engagement of the youngest users, encouraging them to consume content continuously and compulsively.

Autoplay, a symbol of "streaming addiction"

Among the most contested elements is the "autoplay" function, automatically activated at the end of episodes and films. According to Texas, this mechanism helps to keep users online for longer, reducing their ability to interrupt viewing spontaneously. The complaint states that the platform's objective is to "keep families and children glued to the screen", turning time spent on the service into data and profits. In the United States, the issue of digital dependency has become increasingly central in recent years. Several state authorities have already launched similar actions against major technology companies, particularly in the social media networking and online advertising sectors.

Netflix's response: "False and misleading accusations"

Netflix immediately rejected all the accusations in an official statement. The company described the complaint as "baseless", based on "inaccurate and distorted" information. The company reaffirmed that it complies with privacy and data protection regulations in all countries where it operates, stressing that protecting users is a priority.

Behind the legal battle lies a major political issue. Ken Paxton is running in the Republican primaries for a seat in the US Senate, and a lawsuit against one of the world's streaming giants could give him considerable public exposure. At the same time, this case is likely to open up a new debate (on a global scale) on the relationship between digital platforms, the use of personal data and the design of the algorithms that govern our time online.

Source : Paxton v. Netflix || DocumentCloud