When I bought my LG OLED TV about eight years ago, I never imagined it would one day be spying on everything I watched. Like most people, I was aware that smart TVs track viewing habits for marketing purposes, but what I didn’t realize until recently is just how deep that surveillance goes. These devices actually capture images and audio from anything connected to the TV, whether it’s a game console, a streaming box, or even a home movie streamed from your phone. That information gets packaged up and sent to data brokers or used to target ads across the web.
In my latest analysis video, we dive into this issue and see how many popular brands implement it.
This kind of tracking happens through something called Automatic Content Recognition, or ACR. It works by sampling what’s on the screen, matching it against a database, and then building a profile around what your household watches. This data is also used to help marketers see how many viewers actually see their ads.
When I went through the privacy settings on my LG set after a firmware update, I discovered the TV was monitoring all HDMI inputs, not just built-in apps. And when I tried to opt out, the TV refused to let me use any of its “smart” features unless I agreed to those terms.
Other manufacturers handle it differently, though not necessarily better. Samsung buries its ACR disclosure deep in its privacy statements, and while there’s an option to disable “SyncPlus and Interactive Functions,” it’s not clear how complete that shut-off really is.
Amazon’s Fire TV–powered televisions create digital fingerprints from the shows and ads you watch, saying the goal is to verify ad impressions and “reduce repetition,” but that still means every pixel and sound might be analyzed.
Roku is the most open about its practices – and even brags about winning an Emmy for their TV spying technology – mostly because it uses that transparency to sell advertisers on the value of its data. The company even boasts about its ability to track what games are being played on connected consoles and for how long people play them.
Google TV is the biggest mystery of the bunch. There’s little public information about whether Google itself runs ACR or leaves it to each manufacturer. HiSense, for instance, admits to collecting both audio and video data through its Google TV sets. I couldn’t find any comparable details from Sony (a larger maker of Google TV sets), which suggests the fine print may only appear on the TVs themselves, hidden behind those long on-screen agreements few people read before clicking “accept.”
For anyone worried about this kind of data collection, the best defense is to treat your TV as just a display. Disconnect it from the internet and use a separate streaming box instead. I use an Apple TV for that reason—it isn’t perfect, but it’s far less aggressive about data sharing than the others. Consumer Reports maintains a useful guide explaining how to disable tracking features across most major brands, which I’d recommend checking out.
After reading through my LG’s privacy policy line by line, I was startled to realize how much of my personal life could be analyzed simply because it passes through an HDMI cable or streamed to it over my local network. The notion of “the privacy of your own home” is quickly becoming eroded by our “smart” technologies.







