Smart TVs collect viewing data, device information, and sometimes audio from your home

Yes, smart TVs watch what you watch. Most models send information back to the manufacturer or to advertising networks about which channels you visit, how long you stay on each one, and what you search for. Some also collect data about other devices connected to your network, your location, and in some cases, audio from your room.

The extent depends on the brand and model. Samsung, LG, Roku, and Amazon Fire TVs all gather viewing data as part of their standard operation. This data is used to build profiles about your interests, which advertisers then buy access to. The terms of service for these TVs typically disclose this practice, but most people never read them.

The tracking happens whether or not you are actively using the TV. Many smart TVs continue to collect data in standby mode, and some models have microphones that stay active to listen for voice commands — which means they are listening even when you are not speaking to them.

Key Takeaways

  • Smart TVs send viewing data to manufacturers and advertisers, including what channels you watch and how long you stay on each one.
  • Some models collect audio from your room through built-in microphones, even when you are not using voice commands.
  • You can reduce tracking by disabling voice assistants, turning off ad personalization in settings, and using a VPN or separate streaming device instead of the TV's built-in apps.
  • Reading the privacy policy for your specific TV model will tell you exactly what data is collected and whether you can opt out of some collection.
  • Unplugging the TV or putting it in a true offline mode stops most tracking, but some models still collect data when powered off.

What data smart TVs collect and send

Smart TVs collect viewing history — which apps you open, which channels you watch, how long you stay on each one, and what you search for within those apps. This data is sent to the TV manufacturer and to the streaming services themselves. It is also sold to data brokers and advertisers who use it to build profiles of your interests.

They also collect device and network information: your IP address, the model and serial number of your TV, the other devices on your home network, your WiFi network name, and sometimes your location based on your IP address. This helps manufacturers understand how their TVs are being used and allows advertisers to target you across multiple devices.

Many smart TVs have built-in microphones for voice commands. These microphones stay active even when you are not using them. Samsung, for example, has stated that its voice assistant listens continuously for wake words. Audio is typically processed on the device itself, but some models do send audio clips to servers for processing, which means your conversations could be recorded.

Some TVs also collect viewing data from connected devices. If you have a cable box, gaming console, or streaming device plugged into your TV, the TV may track what you are watching on those devices as well.

How manufacturers and advertisers use your viewing data

Manufacturers use your viewing data to understand which features people use, which apps are popular, and how long people keep their TVs before upgrading. This information shapes future product design and helps them decide which apps to include or promote on new models.

Advertisers buy access to this data through data brokers. They use it to build detailed profiles of your interests, income level, and household composition. If you watch cooking shows, home improvement channels, and gardening content, advertisers know you are interested in home and lifestyle products. They then target ads to you across the internet, on social media, and sometimes even on your TV itself through ad-supported streaming services.

Some TV manufacturers also use viewing data to decide which ads to show you on ad-supported apps built into the TV. Roku, for example, displays targeted ads on its home screen based on your viewing history. The more data the TV collects, the more valuable you become to advertisers.

Which smart TV brands collect the most data

Roku TVs and Roku streaming devices are known for aggressive data collection. Roku collects viewing data, search history, and information about other devices on your network. It also displays targeted ads on the home screen based on your viewing habits. Roku's privacy policy is relatively transparent about this, but the amount of data collected is substantial.

Amazon Fire TVs collect viewing data and link it to your Amazon account, which means the data is combined with your shopping history and other Amazon activity. Amazon uses this to target ads and product recommendations to you. Fire TVs also have microphones for Alexa voice commands, which stay active by default.

Samsung Smart TVs collect viewing data and have microphones that listen for voice commands. Samsung has stated that it shares viewing data with third parties for advertising purposes. Samsung TVs also have a feature called "automatic content recognition" that analyzes what you are watching to provide recommendations, which requires continuous monitoring of the video signal.

LG Smart TVs collect viewing data and use it for targeted advertising. LG TVs also have microphones for voice commands and collect information about other devices connected to your TV. LG's data collection is less aggressive than Roku or Amazon, but it still happens by default.

Google TV and Android TV devices collect data and link it to your Google account. This data is combined with your search history, YouTube history, and other Google activity. Google uses this information for targeted advertising across all its services.

How to reduce tracking on your smart TV

The most effective way to stop tracking is to use a separate streaming device instead of the TV's built-in apps. A basic streaming device like an Apple TV, Chromecast, or even a laptop connected to your TV via HDMI will let you watch content without the TV itself collecting data. The streaming device may still collect data, but you have more control over it, and you avoid the TV manufacturer's tracking entirely.

If you want to keep using your TV's built-in apps, disable voice assistants in the settings menu. Go to Settings, then look for Voice, Voice Assistant, or Alexa (depending on your TV brand), and turn it off. This stops the microphone from listening for commands. Some TVs allow you to disable the microphone entirely; others only let you turn off the assistant. Disabling the assistant is the next best option.

Turn off ad personalization in your TV's settings. This does not stop the TV from collecting data, but it prevents that data from being used to target ads to you. On Roku TVs, go to Settings > Privacy > Advertising and turn off "Personalized Ads." On Samsung TVs, go to Settings > Support > Manage License and Consent and opt out of data collection where possible. On Fire TVs, go to Settings > Apps & Channels > Manage Installed Channels, then Settings > Preferences > Amazon Advertising and turn off personalized ads.

Use a VPN on your home network. A VPN masks your IP address and encrypts your internet traffic, which makes it harder for advertisers to track you across the internet. However, a VPN does not stop the TV itself from collecting data about what you watch on its apps — it only hides your IP address from external parties.

Unplug the TV when you are not using it or put it in a true offline mode. Some TVs continue to collect data in standby mode. Unplugging it or turning off WiFi entirely will stop most tracking. However, some data may still be stored locally on the TV and sent the next time it connects to the internet.

Check your TV's privacy settings regularly. Manufacturers sometimes change default settings or add new data collection features through software updates. Reviewing your privacy settings every few months will help you catch changes you did not authorize.

What the privacy policies actually say

Most smart TV manufacturers disclose their data collection practices in their privacy policies, but the language is often vague. They typically say something like "we collect information about your use of the TV to improve our services and show you relevant content." This is technically honest, but it does not clearly explain that your viewing data is sold to advertisers or that your microphone is always listening.

The privacy policies also usually include a clause that says they can change their practices at any time by updating the policy. This means that even if you read the policy today and decide the data collection is acceptable, the manufacturer can expand what they collect without asking your permission again.

Some manufacturers, like Roku, are more transparent than others. Roku's privacy policy explicitly states that it collects viewing data and sells it to advertisers. Samsung's policy is less clear about the extent of data sharing. Amazon's policy links Fire TV data collection to your broader Amazon account, which means your TV data is combined with your shopping and browsing history.

Frequently Asked Questions

Can I completely stop my smart TV from collecting data?

Not entirely, unless you unplug it or use a separate streaming device instead. Even with all tracking features disabled, the TV may still collect some data locally. The most practical approach is to disable voice assistants, turn off ad personalization, and use a separate streaming device for apps you care most about.

Does unplugging my TV stop it from watching me?

Yes. When the TV is unplugged, it cannot collect or send data. However, some data may be stored on the TV's hard drive and sent to manufacturers the next time you plug it back in and connect to the internet. If you want to prevent this, you can factory reset the TV before unplugging it, though this will erase your settings and login information.

Can I cover the microphone on my smart TV?

Covering the microphone with tape will prevent it from picking up audio, but it will not stop the TV from collecting viewing data. It also may prevent voice commands from working if you ever want to use them. Disabling the voice assistant in settings is a better option because it turns off the microphone without blocking other features.

Do I need to worry about my smart TV watching me through the camera?

Most smart TVs do not have cameras built in. They have microphones for voice commands, but not cameras. Some TV models sold in specific regions may have cameras for gesture recognition or video calling, but these are rare. Check your TV's specifications to see if it has a camera. If it does, you can cover it with tape or disable it in the settings.

Will using a VPN stop my smart TV from tracking me?

A VPN will hide your IP address from advertisers and internet service providers, but it will not stop the TV manufacturer from collecting data about what you watch on the TV's built-in apps. The TV still knows what channels and apps you are using because that data is collected locally on the device. A VPN is useful for protecting your privacy on the internet, but it does not address smart TV tracking directly.