Your smart TV may collect information about the programmes you watch, the apps you use and even the devices connected to your television. This information can help manufacturers personalise recommendations, measure advertising performance and understand viewing habits.
The technology behind much of this activity is called Automatic Content Recognition (ACR). The good news is that most major smart TV platforms offer privacy settings that let you limit this type of data collection.
If you want to stop your smart TV from tracking your viewing habits, you do not need to buy a new television or install complicated software. You can start by changing a few settings on your Samsung, LG, Roku, Vizio, Amazon Fire TV or Google TV device.
This guide explains what smart TVs collect, where to find the relevant privacy controls and what you should do to protect your viewing privacy further.
Table of Contents
Smart TV manufacturers collect viewing information for several reasons, including content recommendations, audience measurement, advertising and product improvement.
One of the main technologies involved is Automatic Content Recognition (ACR).
ACR can identify television content by analysing audio or video signals. Depending on the television and the settings you have accepted, it may recognise programmes from live television, HDMI-connected devices, and other supported sources.
The information collected may include:
For example, Samsung explains that its optional ACR feature can collect viewing history, including programmes watched and the amount of time spent watching them.
This does not mean every smart TV continuously records your conversations or sends video recordings to manufacturers. ACR works differently across brands, and the information collected depends on the technology involved.
Automatic Content Recognition is a technology that identifies content playing on a connected television.
It can work in the background when enabled, matching audio or video information against content databases to recognise programmes, advertisements or other material.
Manufacturers may use the resulting information to:
ACR is not the same as ordinary app activity tracking. Netflix, YouTube and other streaming services may collect information about your activity independently of your television manufacturer.
That distinction matters: disabling ACR limits one form of tracking, but it does not automatically prevent every company whose app you use from collecting information.
The exact instructions depend on your television brand and software version. Start with the section that matches your device.
Samsung provides an optional feature called Viewing Information Services, which controls its ACR-related viewing information collection.
To review the setting:
Older Samsung models may place these controls under Settings, Support, Terms & Privacy or Privacy Choices.
Samsung confirms that ACR is optional and that users can change their viewing-information preferences through the television’s settings.
Also review Interest-Based Advertising and Voice Recognition Services if you want to limit additional data processing. These are separate privacy controls, not substitutes for disabling ACR.
LG smart TVs have offered ACR-related features under names such as Live Plus and Viewing Information Agreement.
On supported models, review the following:
The menu structure differs between webOS versions, so the wording may not match your television exactly.
LG’s September 2026 privacy statement confirms that ACR is optional and can be disabled through television settings. It also explains that LG uses audio fingerprinting to identify supported content rather than collecting screenshots or video recordings through ACR.
Roku televisions include a feature called Smart TV Experience, which provides access to viewing data and content-recognition controls.
To limit ACR collection:
You should also visit Settings, Privacy and Advertising to review personalised advertising preferences.
Roku’s ACR policy explains that enabled recognition can identify programmes and advertisements viewed through an antenna or connected devices, including cable and satellite boxes.
One important detail: Roku says information collected while the feature was enabled may be retained even after you disable it. Turning it off limits future collection through that feature; it does not necessarily erase previously collected records.
Vizio uses a feature called Viewing Data to describe information collected through ACR and related technologies.
To disable it:
On some older televisions, the setting may appear under Admin & Privacy instead.
Vizio explains that Viewing Data can include information about programmes, advertisements, gaming content, connected devices and third-party applications.
Its privacy policy also makes an important distinction: disabling Viewing Data does not automatically stop all Activity Data collection through the television.
Amazon Fire TV provides several separate privacy controls. You should review each one rather than assuming a single setting stops all data collection.
Follow these steps:
Amazon explains that some device information may still be processed to provide essential features, and activity related to Amazon services such as Prime Video is handled separately.
Google TV and Android TV offer controls for limiting personalised advertising through the device’s advertising identifier.
On Google TV:
On Android TV, the relevant setting may be under Device Preferences, About and Ads.
Deleting the advertising ID prevents apps from using that particular identifier for personalised advertising. However, Google explains that apps can still display advertisements based on other information.
This is an advertising privacy control, not a universal ACR switch. Some Sony, TCL and Hisense televisions may also have additional manufacturer-specific or third-party viewing-recognition settings.
Disabling ACR is a good starting point, but there are other steps you can take to reduce unnecessary data collection.
Most smart TV platforms have a separate advertising privacy setting.
Look for options such as:
Disabling these options can limit certain forms of advertising personalisation. It does not mean advertisements will disappear completely.
If your television supports Alexa, Google Assistant or built-in voice controls, review the microphone and voice-recognition settings.
Disable hands-free voice features if you do not use them. You can also check whether voice recordings or transcripts are stored through an associated account.
Streaming applications have their own privacy policies and data collection practices.
For example, Netflix, YouTube and other streaming services may collect information about your searches, viewing history and interactions.
Review the privacy settings of individual apps and their associated accounts rather than relying entirely on your television’s privacy menu.
Install security and software updates provided by your manufacturer. Updates can improve privacy controls, fix security weaknesses and change menu layouts.
After a major update, revisit your privacy settings to confirm your preferences have not changed.
Disconnecting your television from the internet can prevent it from sending new information to online services while it remains offline.
However, it also removes access to internet-based streaming applications, online recommendations and software updates.
A practical alternative is to disable optional viewing-data collection while keeping your television connected for the services you actually use.
If you prefer a more privacy-focused setup, you can also use an external streaming device. However, remember that devices such as Roku, Apple TV and Amazon Fire TV have their own data collection and advertising settings.
Yes. Some smart TVs use ACR technology to identify content playing through HDMI-connected devices, including cable boxes and gaming consoles. The exact behaviour depends on the manufacturer, model and privacy settings.
No. Disabling ACR limits a particular type of viewing-data collection. Your television may still collect diagnostic information, device usage data or information needed to provide connected services. Streaming applications can also collect their own viewing information.
Not every smart TV continuously records conversations. Voice recognition usually depends on specific features, permissions and user settings. For example, LG states that supported voice recognition is activated through a voice interaction or an enabled wake-word feature, with wake-word processing performed locally on supported models.
No. Disabling ACR and personalised advertising does not remove advertisements from streaming platforms or television services. You may still see general advertisements that are not personalised using your viewing information.
Only if you are comfortable losing internet-connected features. For most users, reviewing ACR, advertising, app usage and voice permissions offers a more practical balance between privacy and convenience.
Your smart TV should give you control over how much viewing information you share. Although manufacturers use different names and menus for their privacy features, most major platforms provide ways to limit optional data collection.
Start by disabling ACR or its equivalent, then review advertising preferences, app usage and voice permissions. Remember that these changes do not stop every form of data collection, but they can give you greater control over your television’s privacy.
Taking a few minutes to check these settings is a sensible step towards a more private home entertainment experience.
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