Modern smart TVs collect vast amounts of data about your viewing habits, voice commands, and even the content displayed on screen. Here's what they're gathering and how to fight back.
What Smart TVs Collect
- ACR (Automatic Content Recognition) — identifies everything on screen, even HDMI inputs
- Voice recordings from always-listening microphones
- App usage patterns and viewing duration
- Network information and connected devices
- Some models capture ambient room audio
Why It Matters
This data is sold to advertisers, data brokers, and used to build detailed profiles. A 2026 FTC study found that major TV brands share data with an average of 47 third-party companies.
How to Protect Yourself
Disable ACR: Found in Settings under Privacy or Viewing Data (name varies by brand). Samsung calls it "Viewing Information Services," LG calls it "Live Plus."
Turn off voice features you don't use. Block the TV's internet access and use a separate streaming device (Apple TV or Roku are better on privacy). Use a Pi-hole DNS blocker to block tracking domains network-wide.
