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Content in digital services is often filtered for users based on individual preferences with the possible consequence of creating a state referred to as a “filter bubble”. The objective of this paper is to examine which of a user’s inherent needs that are important to satisfy when a user is consuming personalized content in a digital service. The paper uses a survey to measure the need for autonomy, competence and relatedness of the Self-Determination Theory when users are consuming filtered content in digital services. The results show that the investigated services fail to satisfy all needs. A satisfactory user experience should include the opportunity for the user to satisfy the need for autonomy, competence and relatedness. For autonomy, transparency of filtering and choice about filtering should be offered. For competence, it is essential to offer content that the user can learn from, and also provide the right amount of choice throughout the service. The danger of filter bubbles is not personalization, but to remove choice about personalization.