Your Roku device, like many connected products, collects extensive data on your viewing habits, including what, when, how, and where you watch content. This information is used for personalized advertising and to improve services.

Roku gathers standard device information (IP address, MAC address, etc.) and goes further by using cookies, pixel tags, and other identifiers to track online activities across different services. This extends to voice features and metadata from the Roku Media Player. For Roku smart TVs, Automatic Content Recognition (ACR) technology monitors content accessed via antenna, cable, or connected devices, even live TV from streaming channels.

While some data collection is necessary for functionality and security, a significant portion fuels personalized ads. Your Roku viewing history can influence ads shown on other platforms. To limit tracking, you can disable ACR, limit personal advertising, and curtail microphone access. Depending on your location, you may also request Roku not share your information with advertising partners. Customizing these privacy settings is straightforward once you locate them.