Americans are cautious about sharing personal data with media platforms. New research shows viewers are selective about what they disclose. Trust varies sharply by platform and type of information.
For publishers and digital content operators, understanding how much personal data viewers are willing to share is critical for audience growth and monetization. Recent survey data from Hub Entertainment Research reveals that while consumers may be more resigned to sharing some information than in the past, most remain selective about what they disclose to media platforms.
The research shows that around 60% of respondents are comfortable sharing details such as the shows they watch (65%), their gender (59%), or age (57%). However, far fewer are willing to provide access to their social media posts (36%), income (35%), or chat history with AI apps (33%). This selectivity highlights ongoing concerns about privacy and data use in the media ecosystem.
Trust plays a significant role in these decisions. Among Gen Z respondents, 57% said they trust TV services more than social media platforms to use their information responsibly for ad targeting. Gen X and Boomers reported similar levels of trust at 56%. Still, a notable portion of each group expressed reservations, indicating a divided landscape when it comes to confidence in media data practices.
Advertising awareness also differs by age. Nearly 70% of Gen Z participants reported being aware of ads even when multitasking or only listening to TV or streaming audio. In contrast, less than 47% of Gen X and Boomers described themselves as very or somewhat aware in similar situations.
Broadly, most Americans feel they have little or no control over how companies collect and use their personal data, according to multiple Pew Research Center surveys. When it comes to trust, banks and healthcare providers are seen as the most reliable stewards of personal information, while retailers and streaming platforms rank lower. Social media platforms, in particular, face the greatest skepticism from consumers.
These findings echo broader industry debates about the value of user data and the challenges of building trust. For example, recent analysis has shown that ad-blocker users, often seen as privacy-conscious, actually spend more online and are more likely to pay for digital content, challenging assumptions about their value to publishers. This was highlighted in a recent report: ad-blocker users outspend others, upending publisher assumptions.
