Smart TV and privacy: What the television knows about you

In short: Smart TVs often collect usage data, use content recognition and show ads; with some settings the data collection can be limited considerably.

In more detail: A connected television is a computer with a microphone (voice control), an internet connection and a screen. Manufacturers earn not only from the device but also from data and advertising.

In Depth

What is collected

• Usage behaviour: which channels, apps, shows you watch, for how long.
• ACR (automatic content recognition): the device recognises from image/sound patterns what is currently playing, also from HDMI sources such as consoles and Blu-ray players, and reports it to servers.
• Device data, IP address, Wi-Fi, location, advertising IDs.
• Voice commands (microphone, voice assistant).
• Personalised advertising on the home screen.

Settings that help

1. At initial set-up do not accept everything wholesale; check privacy options individually.
2. Switch off ACR/content recognition, “interactive services”, “send usage data”, personalised ads and recommendations (names vary by manufacturer: “Smart TV services”, “Viewing Information Services”, “Live Plus”, “Interest-based advertising”).
3. Disable microphone/voice control if not needed (physical switch if present).
4. Reset advertising ID or limit tracking.
5. Remove unused apps, update firmware.
6. Cover or disconnect the camera (if built in).

Other options

• Keep the TV offline and stream via an external device (streaming stick, mini PC, console with privacy settings). The external device then has its own settings.
• Pi-hole/DNS filter in the home network blocks many tracker domains.
• Move the TV into a guest/IoT network (network segmentation).
• Ask: use the manufacturer’s privacy policy and the right of access (Art. 15 GDPR), object to data processing.

When buying

Look at update duration (security patches), privacy settings, amount of advertising in the user interface and test reports (for example from Stiftung Warentest, consumer advice centres). Do not use second-hand or old TVs with sensitive accounts without resetting; before selling factory reset. A “dumb” monitor without smart functions with an external streaming device is the most data-frugal solution.

See also: Voice assistants and smart speakers, Pi-hole, Network segmentation, Television