Your Smart TV Is Reporting Data on What You Watch, but You Can Turn Some or All of It Off
Image: Pixabay

Your Smart TV Is Reporting Data on What You Watch, but You Can Turn Some or All of It Off

VIZIO was caught collecting data without consent, but nearly all smart TVs report your viewing habits and you’ve likely agreed to it

August 1, 2025

Smart TVs are everywhere in North Carolina homes, but their convenience comes at the cost of privacy. Manufacturers and their partners can collect data on every show, movie or ad you watch. These viewing details fuel targeted advertising, content recommendations and analytics. Although regulations require consent, many consumers click through setup without reading the fine print. Here’s how to review and adjust your TV’s privacy settings and safeguard your data.

Keep your firmware up to date

Internet-connected TVs receive software updates that fix bugs, add features and sometimes change privacy controls. On most models, updates install automatically. If yours installs manually, use the settings menu to check for updates. Updated firmware may include new options to disable unwanted data sharing.

How Automatic Content Recognition works

Automatic Content Recognition or ACR detects what’s on screen, whether from a cable box, antenna, streaming app or USB drive. ACR can identify shows by audio or video fingerprinting. Data on what you watch, when and for how long is sent to servers for targeting and analytics. Once transmitted, you cannot erase it, so opt out before it starts.

Review and adjust privacy settings

During initial setup, TVs often prompt you to agree to terms that enable data collection. If you accepted, you can usually opt out later. Look under privacy or data sections in your TV’s main menu. Disable options labeled Viewing Data, Ad Tracking, Usage Analytics or Personalized Recommendations. This may reduce some smart features, but you’ll regain control of your information.

Reset to factory defaults if needed

If you already agreed and cannot find all privacy settings, you can reset your TV to factory defaults. This clears local data and settings. After reset, decline data collection during setup, then revisit privacy menus to confirm options remain off.

Only one sure way to stop all data sharing

Some data collection may not be optional. The only guaranteed way to prevent smart TVs from sending viewing data is to disconnect the TV from your home network. That stops all Internet-based tracking, though you lose streaming and smart features. You can still connect media players to your TV with cables, but those devices may collect data too.

How to disable data collection on major TV brands

VIZIO

  1. Open Settings from the home screen.
  2. Select System.
  3. Choose Reset & Admin.
  4. Select Viewing Data or Smart Interactivity.
  5. Turn the feature off.

Samsung

  1. Go to Settings in the main menu.
  2. Select Support.
  3. Open Terms & Policies.
  4. Opt out of Viewing Information Services, Voice Recognition and Internet Advertising.

LG (webOS 2015+)

  1. Open Settings.
  2. Select General, then About This TV.
  3. Choose User Agreements.
  4. Deselect data collection options.

Roku

  1. Press Home on your remote.
  2. Select Settings, then Privacy.
  3. Disable Smart TV Experience and Information for TV Inputs.
  4. Go to Advertising and enable Limit Ad Tracking.

Amazon Fire TV

  1. Open Settings.
  2. Select Preferences or Applications.
  3. Go to Privacy Settings.
  4. Turn off Collect App Usage Data, Over-the-Air Usage Data and Interest-Based Ads.
  5. Select Advertising and enable Limit Ad Tracking.

North Carolina resources

  • NC Attorney General’s Consumer Protection Division: file complaints and get privacy advice
  • Federal Trade Commission: report unfair practices at ftc.gov/complaint
  • Federal Communications Commission: learn about device privacy at fcc.gov/privacy
  • Local electronics retailers: ask about privacy settings when installing your TV

By updating firmware, reviewing consent settings and opting out of data sharing, you can enjoy smart TV features without surrendering your viewing habits to marketers. Disconnecting from the Internet stops all data traffic, but turning off individual options lets you balance privacy and convenience in your North Carolina home.