Smart TV manufacturers face scrutiny over Automatic Content Recognition data collection

Smart TV manufacturers are under scrutiny for using Automatic Content Recognition (ACR), a technology that identifies content displayed on screens through video and audio fingerprinting. ACR can track movies, television episodes, advertisements, games, and live sports, regardless of whether the content is from a built-in app, broadcast television, or a device connected via an HDMI port, such as a cable box or game console.

Research indicates that data collection occurs frequently: one study found that LG TVs send ACR data to manufacturer servers approximately every 15 seconds, while Samsung TVs transmit data roughly once per minute. Companies utilize this information for personalized advertising, audience measurement, and content recommendations.

In 2025, five major television manufacturers faced legal action regarding these practices. While many users may inadvertently enable these features during initial device setup, experts suggest reviewing privacy settings, app permissions, and ACR configurations to limit the amount of viewing data shared with manufacturers.