TermsRating
Companies / Roku

Roku

3 serious, 5 to watch. Found 11 of 23 practices.
docs.roku.com/published/userprivacypolicy/en/us (5 Oct 2026)
C

Do they sell or share your data?Yes

If our advertising partners choose to disclose this information to us, we will also receive other information connected to your interactions with these ads or advertisers, such as your name, email address, phone number, postal address, IP address, user agent and other online identifiers (such as any subscription ID or advertising IDs) that the advertiser has associated with you.
docs.roku.com/published/userprivacypolicy/en/us, lines 67–67
In plain wordsRoku may receive your personal details, like your name and email, if your advertisers choose to share that information with them. They also track what you watch and how you interact with ads to help manage their advertising services.

6 of 9 other smart TV and consumer electronics companies we rated do this too.

Do they use your data to target ads?Yes

To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns. For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.
docs.roku.com/published/userprivacypolicy/en/us, lines 366–369
In plain wordsThe company uses your information to show you targeted ads and to send you marketing messages about products and promotions. They also share data with advertisers to help them reach specific audiences and track how well their ads work.

7 of 8 other smart TV and consumer electronics companies we rated do this too.

Do they combine your data across products?Yes

Categories of Personal Information We Collect, Process and Disclose to Third Parties; and the Purposes of Processing Categories of Personal Information Being Collected and Processed The Purposes for Processing
docs.roku.com/published/userprivacypolicy/en/us, lines 177–180
In plain wordsThe company collects your information from various sources, including different services, third-party platforms, and linked accounts, to build a single profile about you. This means they can connect your activity across different apps and devices to understand your habits better.

3 of 6 other smart TV and consumer electronics companies we rated do this too.

Can they hand your data to authorities without telling you?Partly

Service providers and vendors Advertisers, ad networks and advertising partners Advertising measurement providers Our affiliates Law enforcement or others involved with legal, security and safety matters, processes and requests Advertisers, ad networks, advertising partners, and ad measurement providers (to bring you more relevant ads and report on effectiveness of ad campaigns) L.
docs.roku.com/published/userprivacypolicy/en/us, lines 489–496
In plain wordsThe company may share your information with law enforcement and other legal authorities. The clause does not promise to notify you when these requests are made.

6 of 7 other smart TV and consumer electronics companies we rated do this too.

Can they change the deal without asking?Partly

Your Authorized Agent should submit proof that you gave the agent signed permission to submit the request. We may still require you to directly verify your identity and directly confirm that you have provided the Authorized Agent permission to submit the request. If you have questions about our Privacy Policy, please email privacy@roku.com. Part VIII. Modifications We may amend this Privacy Policy at any time by posting the amended version on the applicable Roku Site or by providing such notice about or obtaining consent to changes as may be required by applicable law.
docs.roku.com/published/userprivacypolicy/en/us, lines 739–741
In plain wordsThe company can update this privacy policy whenever they want by simply posting the new version on their website. If you keep using their services, it may be treated as you agreeing to the new rules.

5 of 5 other smart TV and consumer electronics companies we rated do this too.

Do they use what you post to train AI?Partly

Service providers and vendors. Our affiliates. Law enforcement or others involved with legal, security and safety matters, processes and requests. Merchants and their partners you transact with on Roku Services. Unless prohibited by applicable law, data collected from you or your devices may be used to improve Roku’s internal machine learning models, which are used for purposes such as recommending content and apps to you. This may constitute “training” of “large language models” under certain applicable laws. Roku does not have actual knowledge that it sells Personal Information of consumers under 16 years of age.
docs.roku.com/published/userprivacypolicy/en/us, lines 497–504
In plain wordsRoku may use the data collected from you and your devices to train its internal machine learning models. This includes activities that could be considered training large language models.

4 of 6 other smart TV and consumer electronics companies we rated do this too.

Can your data go to a buyer if the company is sold?Partly

H. Consent We may also disclose personal information, including personally identifying information, with your consent. For example, when you agree to our disclosure of information about your requests for and viewing of specific movies, programs, games, and video services to third parties to personalize ads or to improve their products by enabling the ‘Content Viewing Disclosure’ setting, or when you agree to our provision of your personally identifying information to other third parties for their own marketing purposes, subject to their separate privacy policies. I. Merger, Sale, or Other Asset Transfers
docs.roku.com/published/userprivacypolicy/en/us, lines 111–114
In plain wordsIf the company is sold, merges with another business, or undergoes a change in ownership, your personal information may be transferred to the new owners. The company promises that these new owners must follow the same privacy rules.

4 of 6 other smart TV and consumer electronics companies we rated do this too.

Do they track you across sites, apps or places?Partly

We and our business partners, such as analytics and advertising partners, collect information about your online activities over time and across different online services. For example, we use cookies, pixel tags, web beacons, SDK, device identifiers or similar technologies to recognize you when you use Roku Services, and to collect information such as the number of visits, which features and pages are popular, and to measure your browsing activities. These technologies allow us to optimize the operation of our services, including by allowing us to ensure our services are functioning properly, improve and personalize the services, and to provide, personalize, and measure advertisements.
docs.roku.com/published/userprivacypolicy/en/us, lines 58–58
In plain wordsThe company and its partners track your browsing habits and activities across different websites and services to show you personalized ads. They use various tracking technologies to follow your behavior and recognize you as you move between different online platforms.

6 of 6 other smart TV and consumer electronics companies we rated do this too.

Checked, nothing hostile

  • Does not say it reads your private messages.
  • Does not say it shows your name, photo or activity in ads.
  • Does not say it keeps your data forever or after you delete your account.

Not covered by these documents

The documents we read do not mention these practices, which usually live in a document we haven’t read yet:

  • Do you give up the right to sue?
  • Do they get wide rights to what you post or upload?
  • Do they refuse to let you delete your account?
  • Do they lock you in for a year or more?
  • Do they refuse responsibility when things break?
  • Can they cut you off any time?
  • Do they keep rights to your content after you leave?
  • Are they off the hook if your data leaks?
  • Does your subscription renew by itself?
  • Do you pay their legal bills?
  • Must disputes be settled in their chosen court?
  • Do they own your ideas and feedback?