The convenience of smart televisions comes with a growing awareness of data collection practices. As televisions become increasingly integrated with the internet, concerns about privacy and how manufacturers are utilizing viewing data are rising among consumers. A recent report highlights the steps users can capture to limit the amount of information gathered by these devices, revealing a complex landscape of default settings and often-obscured data-sharing agreements.
The core issue revolves around the ability of smart TV manufacturers to monitor viewing habits, collect personal data, and potentially share that information with third parties. This data can include what shows are watched, when, for how long, and even information about the user’s viewing environment. Whereas companies often state this data is used to improve services and personalize advertising, the extent of collection and the potential for misuse remain significant concerns for privacy advocates. Understanding these practices and taking proactive steps to manage privacy settings is becoming increasingly vital for smart TV owners.
Consumer Reports recently published guidance on how to mitigate these privacy risks. The report details several key areas where data collection occurs, including through voice assistants, automatic content recognition (ACR), and the TV’s operating system itself. ACR technology, for example, identifies what content is being displayed on the screen, allowing for targeted advertising and data analytics. Turning off ACR is often a key step in reducing data collection, but the process can vary significantly between manufacturers and TV models.
Beyond ACR, smart TVs often collect data through their built-in operating systems and apps. Many TVs require users to agree to lengthy terms of service that grant manufacturers broad permissions to collect and use data. These terms often include clauses allowing for the sharing of viewing data with advertising partners and other third parties. The report emphasizes the importance of reviewing privacy policies and adjusting settings to limit data sharing wherever possible.
The issue extends beyond individual TV manufacturers. The broader technology ecosystem is increasingly interconnected, and data collected by smart TVs can be combined with data from other sources to create detailed profiles of individual users. This raises concerns about the potential for targeted advertising, price discrimination, and even surveillance.
Google Cloud is similarly working on interconnectivity with Amazon Web Services (AWS) and other partners, extending cross-cloud interconnect. While not directly related to smart TV data collection, this highlights the increasing complexity of data flows in the cloud and the potential for data to be shared across different platforms.
security vulnerabilities in smart TVs can also expose users to privacy risks. Google recently dismantled a large, shadowy network operating on millions of Android phones, demonstrating the potential for malicious software to compromise devices and steal data. While this specific incident involved phones, it underscores the importance of keeping smart TVs updated with the latest security patches.
Palo Alto Networks is focusing on securing AI at Google Cloud Next with AI Runtime Protection, which is relevant as AI features become more prevalent in smart TVs and other devices. Protecting these systems from vulnerabilities is crucial to maintaining user privacy.
In 2025, Cloudflare reported that Google and Facebook remain the most popular internet services, indicating the continued dominance of these companies in the data landscape. This concentration of data raises further questions about privacy and control.
As smart TVs continue to evolve, it’s likely that data collection practices will become even more sophisticated. Consumers should remain vigilant about their privacy settings and be aware of the potential risks involved in connecting their televisions to the internet. The future of smart TV privacy will depend on a combination of consumer awareness, industry self-regulation, and potentially, government intervention.
What steps will manufacturers take to improve transparency around data collection? Share your thoughts in the comments below, and help spread awareness about smart TV privacy.
