Smart TVs Track Viewing Through Automatic Content Recognition

What smart TVs collect

Many smart TVs monitor what you watch to help advertisers personalize ads, not just on the TV but also elsewhere. Automatic Content Recognition, or ACR, captures screenshots every few seconds, and sometimes multiple times per second, to identify content on built-in apps, streaming services, gaming consoles and streaming boxes. Like Shazam, it can identify a show from a short snippet.

TVs can also collect technical details such as IP address, Wi-Fi details and app usage patterns. With a voice-enabled remote or built-in assistant, short audio snippets may be captured for processing. Manufacturers say ACR improves the experience and is disclosed during setup, while critics say it is too complicated to switch off and is not made clear.

Where the data goes

The data is run through an algorithm to create a fingerprint of viewing activity, then uploaded to the manufacturer. Processed data may be sold to data brokers, who combine it with other information to build profiles. Vizio's Platform+, which includes FAST TV, ads and sponsorships, made $598 million in 2023. Analysts predict the ACR market will reach $23.37 billion by 2034. Manufacturers say ACR revenue helps keep TV prices low, and some state privacy laws require more openness about the practice.

This tracking has already led to court cases, including litigation against big TV manufacturers in Texas. Data brokers also gather information from website ads, loyalty schemes and apps that track activity, with TV acting as another data point. That can explain ads for tennis rackets appearing in a browser after someone watches beginner tennis guides on TV.

How to turn ACR off

Sony: go to Settings > All Settings and turn Samba Interactive TV off. Samsung: go to Settings > All Settings > General & Privacy > Terms & Privacy, then turn off Viewing Information Services and Interest-based Advertising. LG: go to Settings > General > System > Additional Settings, turn off Live Plus, then enable Limit Ad tracking in Advertisement. Vizio: go to Settings > All Settings > Admin and Privacy and turn Viewing Data off.

Roku TVs from TCL, Hisense, Philips and Sharp: go to Settings > Privacy and turn off Smart TV Experience and Use info from TV inputs. Under Privacy > Advertising, enable Limit ad tracking, then restrict microphone permissions under Privacy > Microphone. Amazon Fire TV users should go to Settings > Privacy Settings and turn off all three. Android and Google TVs: go to Settings > About > Legal Information and opt out of personalized ads, then open Settings > Privacy > User Agreements to reset choices and opt out where possible.

Check back after software updates, because a TV could re-enable ACR. Wirecutter also found some TVs keep capturing ACR data while offline and upload it later. Other steps include taking the TV offline and using a separate streaming device, though ACR must still be deactivated because it can see what is on-screen. Turn off voice assistants and the microphone in the remote or TV if possible. Advanced users can block outbound TV traffic at the router level or use a DNS blocker, though this may break apps or updates.

Sources: Engadget