Texas Attorney General Ken Paxton has sued Netflix, accusing the streaming giant of secretly collecting user data without consent and designing its platform to keep viewers addicted.
According to the lawsuit, Texas claims Netflix spent years telling consumers it did not collect or share personal data while allegedly tracking viewing habits and selling that information to advertising and data technology companies. The state argues that Netflix made billions from the practice.
The lawsuit also accuses Netflix of using so-called “dark patterns” to keep users watching for longer periods. One example mentioned is the platform’s autoplay feature, which automatically starts another show or episode once the current one ends.
Netflix denied the allegations and said it plans to fight the lawsuit in court. A company spokesperson called the claims inaccurate and distorted, adding that Netflix complies with privacy and data protection laws wherever it operates.
The complaint quotes Netflix co-founder Reed Hastings, who reportedly said in 2020 that the company did not collect user data, while distinguishing Netflix from companies like Amazon, Facebook, and Google.
Texas claims Netflix intentionally kept children and families glued to screens in order to harvest valuable consumer data and profit from targeted advertising. The lawsuit states: “When you watch Netflix, Netflix watches you.”
Paxton argues the company violated the Texas Deceptive Trade Practices Act and is seeking fines of up to $10,000 per violation. The lawsuit also demands Netflix delete any data allegedly collected illegally and stop using data for targeted advertising without user consent.
The case was filed in Collin County, Texas, near Dallas.