Report Says Every Smart TV Maker Tracks Viewers, Beyond LG

The Verge said some claims may be based on speculation and assumptions, but many core concerns are real and pervasive. Every TV company tracks what users do, collects that data and shares it with partners, and users agree to it even if they do not realize it. TV prices have fallen significantly over the years, to the point where some companies sell them at a loss, but they make up the shortfall by selling user behavior data collected from the operating system. The Verge cited Walmart's 2024 purchase of Vizio as an example.

The common industry practice is tracking what you watch, when you watch, where you watch and how you watch in order to sell you things. Automatic content recognition systems are built into almost every modern TV. They can identify content playing through built-in streaming apps and over the TV's ports by grabbing snippets of audio or video, converting them into digital fingerprints and sending them to a database for identification. This enables content recommendations and ads based on viewing habits. The Verge said it is one way companies like Nielsen can track viewership across platforms and services.

For TVs to capture this information, users need to agree. Gamers Nexus complained that consent is often buried in confusing and lengthy agreements users must accept to use the TV, and that companies often use dark patterns or deceptive designs to get agreement without users realizing they did not have to agree. The video showed an LG TV displaying six user agreements, including one consenting to automatic content recognition, and automatically placing the cursor on 'Select All' when only two agreements were required to continue.

The Verge's TV reviewer described personal steps taken to limit data collection. The reviewer uses a burner Gmail account solely for signing into apps and the TV's operating system. Initially, the reviewer only accepts the legally required documents for the TV to work properly so that picture quality tests can be run, both Calman and test discs. The reviewer never agrees to automatic content recognition, which is referred to by names including Enhanced Viewing, Smart TV Experience and Samba Interactive TV. The reviewer also goes through all menus, partly to learn the settings and partly to make sure any ad or data tracking is toggled off. When voice control needs testing, the reviewer accepts voice recognition agreements before testing functionality. Because this is usually the last step, the reviewer then factory resets the TV before sending it back to the manufacturer. The reviewer advised that if you are worried about privacy, do not use voice control, or if you do, only use the one on a separate streaming box from a brand you trust.

The reviewer recommended the same for everyone with a smart TV. Have a dedicated email for logging in to TVs and, if possible, streaming apps, not connected to your personal email. When setting up the TV, only agree to whatever is necessary for the TV to run if you want to use its operating system. After setup, go through all menu options to make sure any ad tracking is off, and read menu prompts closely because the wording is sometimes confusing, probably intentionally so. Consumer Reports has a guide, though slightly older, to limiting data collection from different TV manufacturers.

To go further, turn off Wi-Fi and unplug the Ethernet cable from the TV and essentially use it as a dumb TV. The Verge said the Vizio Mini LED Quantum it reviewed is best at this. Then plug in your third-party streaming device of choice. The reviewer uses an Apple TV 4K, not because Apple does not harvest any data, but because it does not use automatic content recognition and the reviewer trusts its security protocols more than those of any TV manufacturer or Google. Apple still offers content recommendation based on what you watch, download, browse and subscribe to in the Apple TV app. This can be turned off.

Editor's Summary The Gamers Nexus video focused on LG, but The Verge reported that tracking viewing habits through automatic content recognition and data-sharing arrangements is widespread across smart TV brands. The report said consent processes can be confusing and that users can limit collection by rejecting automatic content recognition, managing menus, using dedicated accounts and adding a separate streaming device. LG's response did not quiet criticism, and the broader issue remains industry-wide.