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Companies like Netflix have systems in place to pass on user information and preferences to third parties using a system that hides/encrypts private data or their provenance. It basically collects data about users without revealing who they are. If not already in place, it will not take long for large corporations like Google, Amazon and others to sell their services to smaller companies who require data from consumers/users to make decisions. It is true that privacy will not be revealed but the data is still being sold.
Our behaviours online can seemingly predict many things, not only what we buy and watch but who we vote for, what our income bracket is and those times in a year when we can afford a holiday. This may sound worrying but it is the price that we have to pay for having our lives tailor-made, at least online.