My project concerns Netflix. I will investigate whether Netflix as a streaming platform can aid in building a sense of identity. Then consider whether the platforms use of recommender systems and machine learning algorithms are in fact reducing one’s agency. Limited agency suggests limited identity, as freedom of choice is reduced. I will consider Bauman, Le Bon and Sartre within this project discussion and through careful analysis, conclude that Netflix aids building identity to an extent, however, the platforms increasing use of algorithms reduces agency and so limits an individual when building a sense of identity.