Smart TVs are one of the most overlooked surveillance devices in people's homes. Every major TV manufacturer collects data about what you watch, which apps you use, and in many cases, what's on your screen — regardless of how you're watching.
Automatic Content Recognition (ACR)
The most significant privacy feature most people have never heard of. Automatic Content Recognition is technology built into smart TVs that takes periodic screenshots of whatever is on your screen, analyzes them to identify content (TV shows, movies, games, even content from external devices like a cable box or Blu-ray player), and sends this data to the manufacturer and advertising partners.
ACR means your TV knows what you watch even when you're using a separate streaming device, a game console, or an over-the-air antenna — because it's capturing the screen directly.
Which Manufacturers Are Worst
A Princeton study found Roku and Amazon Fire TV devices sent viewing data to advertising networks including Facebook even when users were on the setup screen and hadn't started watching anything. Vizio settled an FTC complaint for $2.2 million for collecting viewing data without adequate disclosure. Samsung, LG, and Sony all have ACR built into their TVs.
How to Disable ACR
Samsung: Settings → Support → Terms & Policies → Viewing Information Services. Turn off.
LG: Settings → All Settings → General → LivePlus. Turn off. Also go to General → About this TV → User Agreements and disable all optional data sharing.
Vizio: Menu → System → Reset & Admin → Viewing Data. Turn off.
Roku (TV or device): Settings → Privacy → Smart TV Experience. Uncheck "Use Info from TV Inputs." Also go to Settings → Privacy → Advertising and select "Limit Ad Tracking."
Amazon Fire TV: Settings → Preferences → Privacy Settings. Turn off "Collect App and Over-the-Air Usage Data."
Beyond ACR
Smart TVs also send usage analytics about which apps you use and how long, your voice commands if you use a voice remote, and data about the Wi-Fi network you're connected to. Disable analytics and usage data reporting in your TV's settings — the exact location varies by manufacturer but look under Settings → Privacy, About, or Support.
The Nuclear Option
For maximum privacy, use your smart TV's display only and attach a separate streaming device (Apple TV is generally more privacy-respecting) with the TV's built-in smart features disabled. Or connect your TV via an HDMI from a computer you control. This sidesteps the TV manufacturer entirely for streaming.