Recommendation is part of the service. If they know I like something, then it’s reasonable they recommend me something that’s similar. It’s like going to a restaurant and asking for recommendations.
Advertising is when things are promoted outside the service. It’s like going to a restaurant and they tell me about Raid Shadow Legends. I don’t want that.
I think recommendation should be linked to usage data like watch history on that particular service. Location and other external information shouldn’t be used. I don’t want my recommendations depend on which friends I have or recent activity on a different service.
That’s not my general experience. Spotify for example is good at recommending me songs with less than 10k plays which I vibe on. I’ve discovered many smaller artists thanks to Spotify recommendations.