The relationship between human and machine has concerned researchers and theorists since decades. The newest chapter of this discussion involves the phenomenon of artificial intelligence and algorithms, raising the issue of their autonomy and immateriality. The possible influence of algorithms on human’s identity in streaming platforms’ universe is a main topic of this essay. The author presents the scale of algorithms’ activities in social media and assesses the relationship between user and technologies in VOD services. This essay leads to the discussion about the condition of humans’ identities through concepts of dataification, surveillance capitalism, virtual and real effects of described technological solutions. As a conclusion, the author analyzes the idea of algorithmic identity, concerning problems of rabbit holes, decomposition of individuality and treating users in terms of data suppliers.