Who Is Watching Whom? You or the TV?!

Smart TVs are no longer just screens for displaying movies and programs; with their constant internet connection, they have evolved into devices capable of collecting vast amounts of data about their users, ranging from the content they watch and viewing duration to the applications used and how they interact with menus.

According to a report published by AppleInsider, some smart TVs can collect viewing data and use it to personalize content and advertisements. Additionally, portions of this data may be shared with partners in accordance with the privacy policies and terms of service of the manufacturers and app providers.

The issue becomes more sensitive with devices equipped with voice commands, as audio recordings may be sent to the company’s servers for processing. Moreover, the microphone may remain in a listening mode for the wake word to activate the voice assistant when this feature is enabled.

Smart TVs also maintain continuous connections with external servers to check for software updates, download advertisements, and send application usage statistics. Some of these connections are made through encrypted channels that cannot be fully controlled through the device’s settings.

Ironically, users may consent to certain data collection practices during the initial setup of their TV without paying attention to the details.

To reduce tracking, it is recommended to review privacy settings, disable Automatic Content Recognition (ACR), turn off ad personalization, and check microphone and voice command permissions. More cautious users can employ network-level ad blockers to minimize unnecessary communications initiated by the TV.