Your smart TV is one of the most connected devices in your home. It knows what you watch, when you watch it, and often collects data about your viewing habits to serve targeted advertisements or improve recommendations. While these features can enhance your experience, they also raise legitimate privacy concerns. Additionally, as an internet-connected device, your smart TV can be vulnerable to security threats if not properly configured. This guide will help you understand the risks and take practical steps to protect your privacy and security.
Understanding What Smart TVs Collect
Modern smart TVs can collect a surprising amount of information. Most TVs use Automatic Content Recognition (ACR), a technology that takes periodic screenshots or audio fingerprints of what's on screen—not just streaming apps, but also cable TV, Blu-rays, and even content from gaming consoles. This data is typically used for advertising purposes and content recommendations.
Beyond viewing habits, smart TVs may collect voice recordings if you use voice commands, information about connected devices on your network, and your viewing session duration and times. Some manufacturers share this data with third parties for advertising purposes, often disclosed in lengthy privacy policies that most consumers never read.
In 2017, Vizio paid $2.2 million to settle charges that it collected viewing data from 11 million TVs without adequately disclosing the practice or obtaining consent. While regulations have improved, data collection remains standard practice for most TV manufacturers.
Disabling Automatic Content Recognition (ACR)
The single most impactful privacy step you can take is disabling ACR on your TV. The setting location varies by manufacturer:
Samsung TVs
Navigate to Settings > General > Privacy > Terms & Policy > Viewing Information Services. Disable this option to stop Samsung from collecting viewing data. Also check "Internet-based Advertising" in the same menu and disable if you prefer not to receive targeted ads.
LG TVs
Go to Settings > All Settings > General > System > Additional Settings > Live Plus. Disable Live Plus to stop LG's ACR technology. You may also want to check Settings > All Settings > General > About This TV > User Agreements and review what you've consented to.
Sony TVs
Navigate to Settings > Device Preferences > Samba Interactive TV and disable it. Samba TV is a third-party ACR provider used by Sony and other brands. You'll find similar options under Privacy settings on Google TV interface.
TCL/Hisense and Others
These brands often use Roku or Google TV platforms. For Roku: Settings > Privacy > Smart TV Experience and disable "Use Information from TV Inputs." For Google TV: Settings > Privacy > Ads > Opt out of Ads Personalisation.
Disabling ACR won't affect your ability to use streaming apps or any TV functionality. It simply stops the TV from monitoring and reporting what you watch. There's no downside to disabling it if privacy is a concern.
Voice Assistant Privacy
Many smart TVs include voice assistants like Alexa, Google Assistant, or built-in voice recognition. While convenient, these features require the TV to listen for wake words, and some TVs may send voice recordings to cloud servers for processing.
If you don't use voice commands, disable the microphone entirely. This is usually found in Settings > Voice or Settings > Privacy. Some TV remotes have built-in microphones that are only active when you press a button—this is generally more private than always-on far-field microphones built into the TV itself.
If you do use voice features, review and delete your voice history periodically. Amazon, Google, and Apple all provide ways to access and delete stored voice recordings through their respective account settings websites.
Network Security Best Practices
Your smart TV is a potential entry point to your home network. Taking steps to secure it protects all your connected devices:
Keep Firmware Updated
Security vulnerabilities are regularly discovered in smart TV software. Enable automatic updates (usually found in Settings > System or Settings > About) or check for updates manually every month. Manufacturers release security patches that address known vulnerabilities.
Use a Strong Wi-Fi Password
Ensure your home network uses WPA3 or WPA2 encryption with a strong, unique password. Avoid using simple passwords or the default password that came with your router. Your TV connects to the same network as your computers and phones—securing the network protects everything.
Consider Network Segmentation
For more advanced users, creating a separate network for IoT devices (including your TV) can limit potential damage from a compromised device. Many modern routers support guest networks that isolate devices from your main network while still providing internet access.
Change your router's admin password from the default setting. Many routers use "admin/admin" or "admin/password" as defaults. An attacker who gains access to your router can monitor all network traffic including your TV's connections.
Being Cautious with Apps
Smart TV app stores contain thousands of applications, but not all are equally trustworthy. Stick to well-known apps from established companies. Before installing any app, consider what data it might access and whether the functionality is worth potential privacy trade-offs.
Regularly review which apps have access to your account information. Many streaming apps allow you to view active sessions and revoke access from devices you no longer use. Netflix, for example, lets you sign out of all devices from your account settings website.
Be particularly cautious of "free" apps that seem too good to be true—free streaming apps offering premium content may be piracy platforms that expose you to malware or legal risks. They may also harvest and sell your data.
Physical Security Considerations
If your TV has a built-in camera (increasingly rare but still found on some models), consider covering it when not in use. A small piece of opaque tape works fine if your TV lacks a physical camera cover or shutter.
Be mindful of what's visible from your TV's camera angle. Even if the camera is only meant for video calling, any camera-equipped device presents a theoretical hacking risk. Many smart displays and video conferencing devices include privacy features for this reason.
Factory Reset When Selling or Disposing
Before getting rid of an old smart TV, perform a factory reset to remove your accounts, viewing history, and any personal information. This is typically found in Settings > System > Reset or Settings > General > Reset to Factory Defaults. After resetting, your accounts will be logged out and viewing data cleared from the TV itself.
Remember that some data may still exist on manufacturer servers—consider logging into your LG, Samsung, or Google account and reviewing/deleting any stored TV-related data separately.
Disable ACR/viewing data collection. Review and limit voice assistant permissions. Keep firmware updated. Use strong Wi-Fi security. Install only trusted apps. Factory reset before disposal. These simple steps significantly improve your smart TV privacy and security.
While completely disconnecting your smart TV from the internet would eliminate these concerns, it would also defeat the purpose of having a smart TV. The balanced approach is understanding what data is collected, making informed choices about which features you use, and configuring privacy settings to match your comfort level.