Smart TVs use Automatic Content Recognition (ACR) to capture frequent screenshots and monitor viewing habits across apps and connected hardware, collecting telemetry and audio data to build user profiles.
In addition to TV content, TVs collect technical data such as network addresses, Wi-Fi connection details and app usage patterns. In cases where voice-activated remote controls or built-in digital assistants are used, short audio clips are also recorded.
Where does the viewing data end up?
Manufacturers process the collected data by creating digital fingerprints and upload them to their servers. This data may be sold to companies involved in data management and creating detailed user profiles. The economic dimension of the activity is large, with Vizio's Platform+ service revenue reaching $598 million in 2023, while the total market for this data is projected to reach $23,37 billion by 2034.
This practice has sparked legal backlash, with court cases pending against five television manufacturers in the state of Texas.
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How to limit tracking by brand
Companies use different paths in device menus to disable these features and limit tracking for advertising purposes. Different menus and settings are found on TVs from Sony, Samsung, LG, Vizio, Roku, Amazon Fire TV, as well as on devices running Android or Google TV.
The researchers point out that TVs may re-enable these settings after software updates, while some devices continue to record data even when offline, uploading it later once internet access is restored.
To more strictly limit data collection, users can completely disconnect the TV from the internet, turn off the microphones, or implement advanced network control via the router or a blocker.
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