Christopher BellWith Avengers: Doomsday — Marvel's most anticipated blockbuster since Endgame — set to release on 1 May 2026, tens of millions of UK viewers are deciding how they will watch it. Whether that is at a cinema, or through Disney+ when it eventually streams, one question follows every streaming decision: what does the platform actually know about you — and what does it do with that information?
What the Buzz Around Avengers Is Really About
The Marvel Cinematic Universe (MCU) has built a global audience across Disney+, Netflix (for some titles), and Amazon Prime Video. The return of Robert Downey Jr. as the villainous Doctor Doom in Avengers: Doomsday has generated extraordinary interest in the UK. Social media searches for the film have spiked sharply in the weeks ahead of its release.
But behind every streaming view lies a substantial data exchange. When you press play on any streaming platform, you are not just watching content — you are generating a detailed profile of your viewing habits, device usage, location data, and behavioural patterns that platforms collect, analyse, and, in some cases, share.
What Streaming Platforms Actually Collect
Under the UK's UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, streaming services operating in the UK are required to provide privacy notices explaining what data they collect. The typical list is longer than most users realise:
- Viewing history: Every title watched, at what time, for how long, whether you paused or abandoned it
- Search and browsing behaviour: What you searched for, what you hovered over without watching
- Device fingerprinting: The device you use, its operating system, screen resolution, and unique identifiers
- Location data: Where you are when you watch, often at city or postcode level
- Inferred preferences: Algorithmic profiles built from behavioural data, often shared with advertising partners
- Payment information: Card details, billing addresses, and transaction history
- Cross-platform tracking: If you use social login (e.g., "Sign in with Apple/Google"), your streaming activity may be linked to your wider digital profile
The ICO (Information Commissioner's Office) notes that platforms must obtain meaningful consent for data uses beyond what is strictly necessary for the service. In practice, this consent is often buried in multi-page privacy policies that few users read.
The Risks You Might Not Be Thinking About
For most UK viewers, the immediate risk is not dramatic — but it is real:
Targeted advertising: Streaming data is routinely used to serve targeted advertising, both on the platform and externally. If you watched a documentary about financial difficulties, you may subsequently see adverts for debt management services.
Data breaches: Streaming platforms hold personal data at scale. Major breaches have affected services in the past — when they occur, email addresses, passwords, payment data, and viewing histories can be exposed. UK users affected by a breach have rights under UK GDPR that many are unaware of.
Third-party data sharing: According to the ICO's 2025 review of streaming platforms' compliance, several major services were found to share data with more third parties than their primary privacy notices clearly disclosed. Users have a right to request a record of this sharing.
Children's data: Households with children using family streaming accounts generate sensitive data about minors. UK GDPR includes specific protections for children's data, and platforms are required to implement age-appropriate design standards under the ICO's Children's Code.
Your Rights as a UK Streaming Subscriber
Under UK GDPR, every individual has enforceable data rights. These include:
The right of access: You can request a copy of all personal data a platform holds about you — your complete viewing history, inferred preferences, and any third-party sharing. This is called a Subject Access Request (SAR) and must be responded to within 30 days.
The right to erasure: In certain circumstances, you can request that a platform delete your data. This right has limits — platforms may retain some data for legal or contractual reasons — but the right is broader than many users know.
The right to object to profiling: You can object to your data being used for targeted advertising or automated profiling, including the recommendation algorithms that suggest what to watch next.
The right to data portability: You can request your data in a machine-readable format — useful if you wish to move between services.
The ICO's full guidance on individual rights under UK GDPR provides a definitive reference for UK residents.
What an IT Consultant Can Help You With
For individuals, understanding and exercising these rights is manageable — but for businesses, the picture is more complex. Companies that use streaming platform integrations, corporate accounts, or embed video content into their services may have compliance obligations they have not fully addressed.
An IT security or data protection consultant can help organisations:
- Audit third-party data sharing agreements with streaming and media platforms
- Draft and review employee streaming policies for corporate devices
- Ensure DSAR (Data Subject Access Request) procedures are in place and compliant
- Advise on Children's Code compliance for platforms with younger user demographics
As Avengers: Doomsday drives another wave of new streaming sign-ups across the UK in spring 2026, it is a timely moment to review your digital footprint and understand what you have agreed to.
If your business handles streaming data, user accounts, or media integrations and wants a clear picture of its data protection posture, ExpertZoom connects you with experienced IT specialists and data privacy consultants who can help.
