As smart televisions become increasingly integrated into daily life, concerns are mounting regarding the extent of data collection occurring behind the scenes. Although offering convenience and a wide array of streaming options, these devices are also capable of gathering significant amounts of user information, raising privacy questions for consumers. The debate centers on what data is being collected, how it’s being used and what steps individuals can take to protect their privacy.
The proliferation of smart TVs, equipped with voice assistants and internet connectivity, has created modern avenues for data harvesting. Beyond viewing habits, these devices can potentially collect information about user demographics, search queries, and even ambient sounds in the room. A 2025 report by Forbes highlighted the continued growth of data collection across various online platforms, including smart home devices, emphasizing the need for greater user awareness and control [2]. This data is often used for targeted advertising, but the potential for broader applications – and potential misuse – is fueling the privacy debate.
Consumer Reports recently published guidance on how to mitigate some of this data collection [1]. The report details steps users can take to limit tracking, including adjusting privacy settings within the TV’s operating system, disabling voice assistant features when not in use, and being mindful of the permissions granted to apps installed on the device. These settings can often be found within the TV’s menu, typically under sections labeled “Privacy,” “Security,” or “Terms of Service.”
One major area of concern revolves around the use of Automatic Content Recognition (ACR). ACR technology allows TV manufacturers and streaming services to identify what content is being watched, even when using external devices like cable boxes or gaming consoles. This data is valuable for advertising purposes and content recommendations, but privacy advocates argue that it’s collected without sufficient transparency or user consent. Private Internet Access notes that Google, a major player in the smart TV market, is actively collecting user data, and provides steps to limit this tracking [4].
The issue extends beyond individual TV manufacturers. Google’s 4,000-word privacy policy, as noted in a 2019 New York Times opinion piece, illustrates the complexity of data collection practices across the tech landscape [5]. The policy details the vast amount of information Google collects through its various services, including smart TVs, and how that data is used. Understanding these policies, though often lengthy and complex, is crucial for informed decision-making.
Securing the data processed by these devices is also becoming a priority, particularly as artificial intelligence (AI) becomes more integrated into smart TV functionality. Palo Alto Networks recently discussed the importance of AI runtime protection at Google Cloud Next, highlighting the need to secure AI applications against potential threats [3]. Here’s particularly relevant as smart TVs increasingly rely on AI for features like voice control and personalized recommendations.
The debate over smart TV privacy is likely to intensify as the technology continues to evolve. Legislators and regulators are beginning to pay closer attention to data collection practices, and consumer advocacy groups are pushing for stronger privacy protections. The European Union’s General Data Protection Regulation (GDPR) has set a precedent for data privacy rights, and similar regulations may be considered in other regions.
Looking ahead, consumers should remain vigilant about their privacy settings and be proactive in limiting data collection. Manufacturers and service providers have a responsibility to be transparent about their data practices and provide users with meaningful control over their information. The ongoing development of AI runtime protection and other security measures will also be critical in safeguarding user data in the future.
What steps will consumers take to protect their privacy in the face of increasing data collection? Share your thoughts in the comments below, and please share this article with anyone concerned about smart TV data practices.
