Smart TV privacy: How ACR technology tracks viewing habits

Smart TVs utilize Automatic Content Recognition (ACR) technology to track user viewing habits by creating digital fingerprints, or hashes, of the content displayed on screen. This process allows manufacturers to identify programs, movies, advertisements, and even video games being watched.

A significant technical aspect of ACR is its ability to function regardless of the video source. It can recognize content being played through external devices connected via HDMI, such as gaming consoles, laptops, or streaming sticks, rather than just content from built-in applications.

To mitigate data collection, users can adjust privacy settings. On Samsung devices, this may involve 'Viewing Information Services'; on LG models, it may be listed as 'Live Plus'; and on Google TV, users can manage 'Advertising IDs'. Other settings to review include telemetry, diagnostics, and content recognition options to reduce the amount of personal data shared with manufacturers and advertising partners.