Smart TVs from LG and Samsung are quietly monitoring what you watch through Automatic Content Recognition (ACR) technology. These devices capture screenshots every few seconds to identify content across built-in apps, streaming services, and connected devices like gaming consoles. Beyond viewing habits, TVs collect technical data including IP addresses, Wi-Fi details, and app usage patterns.
Voice-enabled remotes may also capture audio snippets for processing. While manufacturers claim ACR improves user experience and is disclosed during setup, critics argue the feature is too complicated to disable and lacks clear communication. The collected data is processed into profiles and potentially sold to data brokers, who combine it with other information to create detailed user profiles. Vizio's Platform+ generated $598 million in 2023, highlighting the lucrative nature of this business.
Analysts predict the ACR market will reach $23.37 billion by 2034. State privacy laws in places like Texas have led to court cases against major TV manufacturers. The surveillance extends beyond the TV itself, as data brokers collect information from website ads, loyalty programs, and app activity to build comprehensive profiles.
This explains why users might see tennis racket ads after watching tennis tutorials on their smart TV. To protect privacy, users can disable ACR through various settings menus, though options differ by manufacturer and may impact other TV features.
Source: Engadget · Summarized by HeadlinesBriefing