The Eye in the Living Room: Smart TVs have long moved beyond just displaying images. They listen, recognize content, analyze habits, and sometimes even share this information with third-party companies. This tracking occurs even when not using popular streaming apps, such as when watching content via a set-top box, connecting a gaming console, casting from a phone, or even opening a home security camera.
At the heart of this mechanism is a technology called Automatic Content Recognition, or ACR. This software identifies in real time what is on the screen, compares it with content databases, and transmits data about viewing habits to various parties. In most cases, users approve the use of this technology during the initial TV setup without fully understanding what they are giving up.
The scope of the information collected can surprise even experienced users. ACR is not only interested in which Netflix series was chosen or which YouTube video was streamed. It operates at the screen level itself. In other words, everything that passes through the panel, including content from external devices, may be scanned and included in data analysis. This information primarily goes to the TV manufacturer, but sometimes also to advertising and data analysis companies that collaborate with them.
TV manufacturers present data collection as a tool to improve user experience, tailor advertisements, and provide content recommendations. In practice, it creates a precise viewing profile that allows knowing when you are at home, the hours you watch TV, your preferred genres, and even which news or current affairs programs attract your attention.
The good news is that this tracking can be significantly reduced. This is not a complete shutdown of all data collection, as streaming apps continue to gather their own information, but it does allow disabling one of the central and most intrusive channels.
On LG TVs, which are based on the webOS system, tracking occurs via an ACR mechanism that also sends data to an external company called Alphonso. To stop data collection, go to Settings through the gear icon on the remote, select All Settings, then go to Support, Privacy & Terms, and then User Agreements. There you will find a consent called Viewing Information. Disabling this consent stops ACR and leads to a TV restart. It is important to know that this action may also disable some voice control features, even if separate consent was given for voice use.
On the same screen, additional consents related to interest-based advertising, data sharing with commercial partners, and receiving marketing messages can also be disabled. This is a significant step in reducing the flow of information out of your living room.
On Samsung TVs, which run on the Tizen system, the ACR mechanism is active by default. Here, you can access privacy settings through the Home screen, the side menu, and selecting Privacy Choices. In the Terms and Policy screen, you can disable Viewing Information Services to stop collecting viewing data. In the same area, interest-based ads can also be disabled. In some models, the path is slightly different, going through General Settings and Privacy, but the principle is the same.
Android TV and Google TV systems are common on TVs from manufacturers like Hisense, Sony, and TCL. In this case, Google itself does not run screen-level ACR but collects extensive data for advertising purposes. This can be reduced by resetting or deleting the advertising ID through privacy settings.
However, it is important to remember that TV manufacturers themselves may operate separate tracking mechanisms. For example, on Sony TVs, Samba TV’s ACR service is active. It can be turned off via system settings under Samba Interactive TV. On TCL smart TVs, consent to the User Experience Improvement Program must be disabled through the Privacy & User Agreements menu.
Even after disabling all these settings, it is important to understand that the TV does not become completely anonymous. Streaming apps, connecting to a Google or Samsung account, and using voice assistants continue to generate data. Still, stopping ACR significantly reduces tracking at the device level, and it is a relatively simple step that any user can perform in minutes.