Can Your Netflix Queue Reveal Sexual Orientation?

The backstory: Netflix started a contest back in September 2006 that gave 50,000 contestants vying for $1 million two sets of data. The first included 100 million movie ratings, the date of the rating, subscriber IDs, and movie info culled from some 480,000 customers. The goal? Create a movie recommendation algorithm at least 10-percent more accurate than Netflix's own.
Though user data had been anonymized through a common method called perturbation, that didn't stop two savvy University of Texas researchers from figuring out the real identities, political leanings, and even sexual orientation of several Netflix users, by cross-referencing data given by the company to reviews posted on IMDB. Which is why Doe is concerned: if information like her sexual orientation became available, it might negatively affect her and her family's lives, she stated in her complaint. But, we point out: the Netflix findings aren't public, and the ability to re-link identities to connect to other Web profiles is neither encouraged nor part of the contest. Netflix never gives users the option to state a sexual preference, so the claim that raw data can be used to predict sexuality outside of Netflix is either suggesting movie choice determines type of person, or it's Netflix's fault for allowing researchers to look outside of the given data set.
However, Doe does bring up a crucial point, as her suit also aims to stop Netflix from starting the second phase of its contest, which would provide even more information about customers, like ZIP codes, ages, and gender. If that comes to pass, Wired remarks that it's 87-percent possible to take someone's age, tastes, and ZIP code and hunt them down on the Internet. With these tangible, real-world (and identifiable values), Netflix is breaching user privacy (especially if those accounts opt to be hidden).
Therefore, it appears the Netflix contest really did succeed in what it set out to do, which was accurately glean our preferences and choices via movie lists. So while movie recommendations might be more accurate going forward, remember: every time you rate a movie, song, or TV show, bits of yourself are released into the cyber-sphere. [From: Wired]
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Comments
127
Subscribe to commentsmath704Dec 31st 2009 6:34AM
Sadly they figure out gender, race, even political affiliation based on their movie rentals, but they can't figure out how to screen out ads from blogs.
munkynuts911Dec 31st 2009 10:08AM
now thats funny
ang11100Dec 31st 2009 5:26PM
Wow pathetic to sue over the fact that she is to cowardly to accept who she was born as. If you want to live a lie that's fine but suing others over something like this just shows she has no moral character. Besides these are movies, watching one or many of something doesn't mean you are straight or gay.
This is the problem with religion, it has forced so many people to pretend to be what they are not. It ruins homes lives and makes so many miserable. I feel for her that she has to lie about who she is but suing because her truth came out is pretty pathetic. She should be grateful to them for helping her to come out and maybe finally accept who she really is.
BArbaraDec 31st 2009 8:38AM
Well if U move does it carry to your new address???/ HUMMM but then I canceled before I moved.... ha ha.. yeah they can not give out such info ... also bad for business... bbut then I did not give correct info when asked at these stupid places... most people should realize this and do bogus dates... stupid is as stupid does( Forrest Gump).
lizzieDec 31st 2009 12:36PM
I watch gay movies, but am straight. What you watch is NOT always who you are!
oldschoolelDec 31st 2009 9:15AM
I worked in retail many years suggesting books for people to read. Based on what the customer had read and enjoyed, I would attempt to feed their interest, in order to SELL them a book. I sold a lot of books that I would never read (Gay, romance, cheese, etc.) Never cared, because it was a sale. How is what netflix did any different? I wonder if my movie interests would depict me as a male or gay or even, liberal. Which I am none. Who cares? I am biased since I LOVE Netflix and I don't care who knows what movie genre I enjoy. Because, essentially, that is the real goal here- determining what my tastes are in movies so that I will BUY a service. I would much rather someone determine my so-called political views this way than calling me during an election for poll research, which I happen to lie about every time. Kudos to researchers that think they have society all figured out. This is TORT and I cannot believe anyone has taken it this far.
jstrongcmtDec 31st 2009 11:39AM
How is what you did different from what net flix is doing? You are an individual. Net flix is a major corporation with a data bank on millions of americans. Beyond that, it seems that data bank is in some way accessable to people outside of their orgainization. Between big business and Republican dismissal of the right to privacy provisions of the constitution, the American people no longer have any privacy. This amounts to one more step towards Orwell's 1984. One more Big Brother watching our every move. We may be free to speak, but everything and anything we say might get us put on some sort of enemies list to be used by who knows who in the future. The Soviet communists under Stalin used such information to murder millions that opposed their political views for decades, those people simply disappeared and their friends learned to stay silent... after his death things didn't improve much. Hitler used informants to isolate and destroy those who might oppose him and was amazingly successful doing so. Chinese communists pretty much wiped out a couple of generations of intellectuals, teachers and educated people that might raise questions or cause them trouble. In our country big business does much to control the acts of government, also very successfully. Nazi's, communists and fascists all fared very well for a very long time. Who do you trust with your personal information? When might someone you disagree with come to power and usurp your information. That's the difference.
thecraitDec 31st 2009 12:55PM
jstrongcmt, I'm pretty sure that 480,000 is less than millions. :S Or am I doing my math wrong?
oldschoolelDec 31st 2009 9:17AM
Exactly.
CarmenDec 31st 2009 9:21AM
This sounds so stupid. What makes this lady think that she is so important that someone would go through all this trouble to find out if she is a lesbian. There's like a million to one chance that she will be outed because of this contest. There's a bigger chance of her being outed by filing a lawsuit than there is by this contest but I guess once she has the money she won't care if she's outed. People are so greedy.
scienceguy945Dec 31st 2009 9:25AM
My thoughts exactly, what an idiot she is.
LitaDec 31st 2009 1:23PM
Right off the bat, I can think of two reasons, neither having to do with self-importance--real or imagined: 1) vindictiveness; 2) blackmail. That you, Carmen, and your supporter scienceguy945 can't think far enough ahead to see the implications that don't just stop with the possibility of having one's sexual orientation made public against one's will. (I have a feeling that the two of you become irritated when people talk about their sexual orientation; I find it odd that you (two) would be okay with a corporation doing it for them.
AJDec 31st 2009 9:22AM
Am I reading this correctly that is a contest? Therefore, wouldn't she be able to opt out of a contest. If you want to participate in a contest you agree to the terms and conditions. If it automatically signs you up for a contest that you do not wish to enter then she has a gripe and NetFlix should make it an optional contest. OR, if she doesn't agree with what they are doing just close your account all together. No where does it say that you MUST have an account with a company in which you don't agree with their practices. This seems to be just another "blame them and get money" type of story.
joeomarDec 31st 2009 10:31AM
Ummm... No, you're not reading it right.
AJDec 31st 2009 11:49AM
So, I re-read and and I was reading it correctly that a contest was involved:
The backstory: Netflix started a contest back in September 2006 that gave 50,000 contestants vying for $1 million two sets of data.
So, yes she was vying for a $1 million
NikiDec 31st 2009 1:23PM
Hi AJ,
Yes it was a contest but it doesn't say that the lady signed up to compete. NetFlix customer data was given to the participants of the competition (movie ratings, the date of the rating, subscriber IDs, and movie info) for them to create an algorithm. Two individuals were able to figure the ACTUAL identities of individuals using this data (ie: political leanings, sexual orientation, etc) and so THAT is what she's concerned with. That someone would be privvy to personal information that she herself didn't entrust them with simply because she is a NetFlix customer and NetFlix gave her data out to those competing for the money.
gesnow39Dec 31st 2009 5:03PM
I'm with you; not only can you usually opt out [or in] but there is more often than not a section stating the Terms of Agreement regarding a contest. It pays to read them. Also, I read in the article that the connection was made between the Netflix queues and reviews left on IMDB. Why post a public review if your privacy is in danger of being violated? I'm sure there are numerous occasions in which a person can be outed, including via a publicized lawsuit. If there is money involved, then the intentions of the plaintiff are more than clear.
aliasDec 31st 2009 8:52PM
No AJ, you are wrong the netflix customers had no choice as to whether they were part of the contest. Their DAT was part of the contest without their choice. The 'contest' was for the participants to find a method (statistical) of predicting tastes, more accurately than what flix currently uses. The contest I believe was made up of researchers and specializing in statistical analysis. And yes they can predict a great deal, not from one movie title though, but many things.
HaHa listen to OLDSCHOOLEL, who thinks he has it all figured out, and parroting words from some ones rhetoric said else where, and he now thinks he is making a knowledgeable statement about the legal system and law suits. "Kudos to researchers that think they have society all figured out".** "This is TORT and I cannot believe anyone has taken it this far".**
Ya right that says it all, why didn't everyone else see that. .
zippo532Dec 31st 2009 9:37AM
This is why I don't get anything from netflix.Everything I do is on a need to know basis and no one needs to know.I think everyone needs to live by this rule and don't put your personel info on your pc or your phone.If you don't have it there then it is a lot harder for these crooks to get it!!!!
craitDec 31st 2009 12:58PM
Indeed. Never put any information about yourself anywhere! Ever! Do not keep a phone book! Do not keep an address book! Please, take out your ethernet cable and go hide in the woods!