Smart TV Privacy Guide: Stop Your TV From Watching You Back

Updated March 2026  ·  Silent Security Research Team

Modern smart TVs are sophisticated data collection devices. They track every show you watch, every ad you see, when you watch, how long you watch, and sometimes what's happening in your room via built-in microphones. Here's what they collect and how to stop it.

ACR (Automatic Content Recognition) is software built into most smart TVs. It captures screenshots of whatever is on your screen — including DVDs, gaming, and cable — and sends them to a server to identify what you're watching. It's like someone looking over your shoulder and writing down every show you watch. It's enabled by default on most TVs.

Privacy Settings by TV Brand

S

Samsung Smart TV

Disable ACR: Settings → Support → Terms & Privacy → Viewing Information Services → Off
Disable Interest-Based Ads: Settings → Support → Terms & Privacy → Interest-Based Advertisements → Off
Microphone (voice assistant): Settings → General → Voice → Turn off Bixby Voice Wake-up

L

LG Smart TV

Disable ACR (LivePlus): Settings → All Settings → General → Additional Settings → Live Plus → Off
Limit Ad Tracking: Settings → All Settings → General → About This TV → User Agreements → Personalized Advertising
Microphone: Settings → All Settings → General → Voice Recognition → Off

R

Roku TV

Disable ACR: Settings → Privacy → Smart TV Experience → Use Info from TV Inputs → Uncheck
Limit Ad Tracking: Settings → Privacy → Advertising → Limit Ad Tracking → Enable
Note: Roku's privacy settings are relatively straightforward and easier to access than Samsung/LG.

F

Amazon Fire TV

Disable Interest-Based Ads: Settings → Preferences → Privacy Settings → Interest-Based Ads → Off
Disable Collect App and Over-the-Air Usage Data: Settings → Preferences → Privacy Settings → Collect App and Over-the-Air Usage Data → Off
Alexa microphone: Press and hold the microphone button on remote to check; disable in Settings → Alexa

A

Apple TV

Apple TV is one of the most privacy-respecting streaming devices. It does not use ACR. Opt out of personalized ads: Settings → Privacy → Apple Advertising → Personalized Ads → Off. Apple TV is our recommended streaming device for privacy-conscious users.

What Your Smart TV May Be Sending Out

Viewing Data

Every show, movie, channel, and streaming service you use — with timestamps. Sold to data brokers, advertisers, and TV networks for audience measurement.

Room Audio

If voice assistant features are enabled, your TV may be listening for wake words — and sometimes more. Samsung's privacy policy once stated that speech near the TV may be transmitted to third parties.

IP Address & Network Info

Your home's IP address is linked to your viewing data, making it possible to cross-reference with other data sources to build a detailed household profile.

App Usage

Which streaming apps you use, when you launch them, and how long your sessions are — all tracked and reported even when you think you've turned the TV off (standby mode).

The Nuclear Option: Use a Streaming Stick Instead

Simplest fix: Plug an Apple TV or NVIDIA Shield (running stock Android TV without manufacturer overlays) into your TV's HDMI port, and never open the TV's built-in smart features. Your TV becomes a dumb display. The streaming stick becomes your interface — and you choose which one to trust.