Your smart TV has one big problem: It’s tracking what you watch

Smart TVs can track viewing through Automatic Content Recognition (ACR), using brief screen captures to identify programmes across built-in apps and connected devices. Manufacturers and advertisers can use this information to personalise advertising beyond the television, raising concerns about how clearly the practice is disclosed and how difficult it can be to disable.

ACR may also collect technical details such as IP addresses, Wi-Fi information and app use; voice-enabled features can process short audio snippets. Vizio’s Platform+ business generated $598 million in 2023, and analysts forecast the ACR market will reach $23.37 billion by 2034. Settings vary by model, can affect other features and may be restored by software updates; some TVs reportedly store data offline and upload it later.