- Smart TVs collect viewing data by default through ACR, personalized ads, and usage statistics, which can be disabled from the privacy menus.
- Updating the firmware, strengthening router security, and limiting voice assistants, microphones, and cameras significantly reduces the risks of hacking and loss of privacy.
- Using only official apps, checking permissions, and avoiding suspicious USB drives helps prevent malware, botnets, and cryptojacking on your connected TV.
Televisions are no longer the "idiot box" they once were. Now they're veritable computers connected to your home router, with an operating system, app store, microphones, cameras, voice assistants, and a host of tracking options enabled by default. Your Smart TV knows what you watch, when you watch it, from which app, and for how long , and in many models, that information ends up on the servers of manufacturers and advertising companies.
The problem is that almost no one bothers to adjust the settings on the first day. You get home, take the TV out of the box, scroll through three screens full of legal text, click "Accept all," and start watching Netflix. However, in those menus, you're enabling things like Automatic Content Recognition (ACR), aggressive ad personalization , and the constant sending of usage statistics. The good news is that all of this can be disabled in just a few minutes if you know where to look and what to adjust.
Why your Smart TV privacy is more important than it seems
In Spain, more than half of households already have a connected TV. Studies such as the IAB Spain Annual Connected TV Study and subsequent analyses by universities and public bodies show that most Smart TVs collect viewing data from the moment they are switched on . We're not just talking about Netflix or YouTube, but the TV system itself.
Just like a mobile phone or a computer, a Smart TV runs on an operating system (Tizen on Samsung, webOS on LG, Android TV/Google TV on Sony, Philips, TCL, etc.). This software includes features designed to "enhance the experience," but which often involve monitoring everything on the screen . This is where the well-known ACR (Automatic Content Recognition) comes in, comparing image or audio fragments with databases to determine what you're watching.
The information generated by this tracking doesn't stay in your living room. It typically travels to the manufacturer's servers or those of partner companies every few seconds or minutes, even when you're not using a streaming app. Viewing profiles, schedules, channels, apps you use, network identifiers … all of this has enormous economic value in the advertising market.
Beyond privacy concerns, a poorly configured Smart TV is also a gateway to security problems. These devices, if not updated and protected, can be vulnerable to attacks, malware, or even become part of botnets . And because they are always on or in standby mode, they are prime targets.
That's why relying on the factory settings isn't enough. If you want your TV to be truly "smart" in terms of security, you need to take a few minutes to review and adjust all the default security, data, and connectivity options .
Real threats: from loss of privacy to the TV remote control
The threats to your TV aren't science fiction. Many are similar to those we already know about on mobile phones and computers, but with the added problem that people are less likely to check their Smart TV's security settings . These are the most important ones you should be aware of.
First, there are software vulnerabilities . Any operating system can contain flaws that an attacker can exploit if the device isn't updated frequently. Some older models stop receiving patches, leaving the TV with untapped security holes. Such a flaw can lead to anything from crashes and strange behavior to third parties gaining some control over the device.
Another clear threat is the possibility of your TV becoming part of a botnet . If malware manages to get in (through a malicious app, an infected USB drive, or an unpatched vulnerability), the TV can start launching attacks against other devices or help overload internet services. From your perspective, you might only notice that it's running slower or getting hotter than usual, but in the background, it's acting as a "zombie" at the service of a cybercriminal.
Nor should we forget cryptojacking , which involves using the Smart TV's resources to mine cryptocurrency at the expense of the device's performance and your electricity consumption. Although a TV doesn't have the power of a PC, because it's on for many hours and is part of a network of thousands of infected devices, it's profitable for attackers. Typical symptoms include a sluggish system, slight stuttering when playing content, and unusual overheating.
Where your privacy is most at risk is in the use of integrated microphones and cameras . Many modern models incorporate microphones in the remote control or the television itself to manage voice assistants (Google Assistant, Alexa, Bixby, etc.), and even cameras for video calls, facial recognition, or gesture control. If configuration errors, software bugs, or a hack occur, these could remain active and send information without your knowledge.
In addition to all this, your accounts and personal data are at risk . Most streaming apps and connected services require you to log in with a username and password. If a third party manages to compromise your TV, they can steal saved credentials, access your profiles, view your playback history, and even impersonate your account to make purchases or subscription changes.
What is ACR and how does your TV track you?
Automatic Content Recognition, better known by its acronym ACR, is at the heart of much of the privacy debate surrounding Smart TVs. Simply put, it's a technology that identifies what appears on the screen at any given moment , whether it originates from an app or an external device (console, set-top box, Blu-ray player, etc.).
The method varies by manufacturer, but the typical process involves the TV taking small "samples" of what you're watching: reduced images or audio snippets. These fragments are compared to a huge database managed in the cloud. If there's a match, the system knows what program, movie, commercial, or channel you're watching. All of this happens in the background and in a matter of milliseconds.
With this information, it is possible to build a very detailed profile: what genres you like, what type of news you consume, how much time you dedicate to sports, whether you usually watch children's content, what channels you tune into, what times you usually turn on the TV… This data is very valuable for the advertising market and for audience studies.
Manufacturers like Samsung, LG, Sony, TCL, and Vizio use ACR or similar systems, sometimes under different brand names: "Personalization Services," "Display Information," "Live Plus," "Display Information," or similar terms. Technical analyses have shown how certain brands send data to their servers every few seconds, even when you're not pressing any buttons.
From a legal standpoint, in Europe the GDPR requires explicit, informed, and unambiguous consent for this type of data processing. In practice, many TVs activate tracking if you accept all the terms and conditions in the initial setup wizard, hiding the details within paragraphs of text that almost no one reads. The good news is that, by accessing the privacy settings, you can disable Active Record Keeping (ARK) and significantly limit this flow of information.
How to disable tracking and personalized ads on your Smart TV
Although each brand uses slightly different menus and names, disabling tracking usually takes less than five minutes. The general pattern is similar: go to Settings, locate the privacy section, and uncheck anything related to personalized ads or content recognition.
On recent Samsung TVs, you'll usually find this option in the Settings menu, under "General and Privacy" or "Terms and Privacy Policy." There you'll find options like "Personalization Services" or "Viewing Information Service." Disabling these will stop your viewing activity from being shared for commercial purposes , but you'll still be able to use Netflix, Prime Video, or any other app without restrictions.
On LG models with webOS, the settings are usually located under "General" > "About this TV" > "User Agreements." There you'll see options like "Displaying Information" or "Interest-Based Ads." Unchecking these prevents the manufacturer from using your viewing habits to target advertising. Recommendations within each app will still be based on what you watch within that platform , not on the TV's ACR (Advertising Response Code).
If your TV runs on Android TV or Google TV (Sony, TCL, Philips, and others), it's worth checking a few areas: the system's "Privacy" section, where you can disable "Usage and Diagnostics" to prevent usage reports from being sent, and the "Ads" section to reset or remove the advertising identifier. This will significantly reduce cross-tracking between apps.
Other ecosystems like Roku and Amazon Fire TV also have their own privacy options. On Roku, for example, in "Settings" > "Privacy" > "Smart TV Experience," you can tell it not to use TV input information to personalize content. On Fire TV, within "Preferences" > "Privacy," you can disable "Device Usage Data" and "App Usage Data Collection." It's not perfect, but it significantly reduces the amount of data leaving your living room.
It's important to note that some major firmware updates may reset some of these preferences. Therefore, every so often (for example, every 6 or 12 months) you should revisit the privacy menu to ensure that tracking features haven't been reactivated without your knowledge.
Basic security settings: updates, firewall, and router
Privacy is one aspect of the problem, but the other major aspect is the technical security of your Smart TV and home network. If you want to reduce the risk of hacking or your TV ending up in a botnet, there are several simple measures that make a big difference and don't take much time.
The first is to always keep your system updated with the latest available firmware . Just like with a mobile phone or laptop, manufacturers fix security vulnerabilities through patches. Many televisions allow you to enable automatic updates from the "Technical Support," "Software Update," or similar settings. Ideally, leave it in automatic mode so you don't have to remember to do it.
Another key component is the router. It's the gateway to the internet for all your devices, so you'd better have it properly configured. Change the username and password for accessing the settings (the typical "admin/admin" or whatever it says on the sticker), use a long and strong Wi-Fi password , and disable WPS if you don't need it. If your router allows it, filter by MAC address or create a guest network to isolate your Smart TV from other sensitive devices.
In some models, the TV itself includes a built-in firewall or security system. For example, LG's webOS incorporates security modules that run in the background, and other brands offer "device protection" options within their menus. If your TV includes a firewall or additional security features, make sure they are enabled.
Regarding antivirus solutions specifically for Smart TVs, the situation is mixed. Some systems support security apps in their official stores, while others offer very few options. What is common, however, is that you should never install software through unofficial channels (sideloading or APKs from dubious sources). If an app isn't available in the manufacturer's official store or on Google Play, it's best to avoid it ; for example, the risks of using Magis TV and Xuper TV illustrate the dangers of unofficial apps.
Finally, there's a measure that's as radical as it is effective: disconnecting your TV from the internet if you simply don't need its "smart" features. If you always use an external device (Chromecast, Apple TV, Fire Stick, set-top box from your internet provider, etc.), you can turn off the TV's Wi-Fi and use only HDMI . Without a network connection, the Smart TV can't send any data.
Account management, voice assistants, microphones and cameras
An important part of privacy settings involves reviewing which accounts you've linked to your TV and which features you actually use on a daily basis. Many people agree to create or log in with the manufacturer's account when they first get their Smart TV and then forget about it, when in reality that account is just another channel for data collection.
If you don't need to sync favorites, channel lists, or purchases across multiple devices of the same brand, you might consider deactivating that account or using a separate email address for your TV with a strong password, different from the one you use for other services. The less real personal information you link to the manufacturer's ecosystem, the smaller the profile they can build about you.
Voice assistants deserve special attention. They're designed to make your life easier, but their operation requires a microphone constantly listening for a wake word . Although in theory audio is only sent to the cloud when you speak the command, experience with other connected devices shows that errors, false activations, or unforeseen uses can occur.
In your Smart TV settings, you can completely disable the voice assistant or, at least, revoke microphone access permissions for apps that don't need it. Many remotes include a physical button with a microphone icon that you can disable. If you don't use voice control, it's best to keep the microphone disconnected.
With built-in cameras, the advice is even more straightforward. If you don't make video calls from your TV or use gesture or facial recognition features, it's best to turn them off or cover them. Some models have a mechanical tab to block them, and for those that don't, a simple piece of opaque tape will do the trick. It's the same logic as covering your laptop's webcam: cheap, simple, and effective.
Additionally, periodically check in your settings which apps have permission to access your microphone and camera. If you see an app you don't trust, or one that doesn't make sense to use those resources, requesting them, it's a clear red flag. Revoke permissions or uninstall any app that requests more than necessary without hesitation.
WiFi network, DNS and secure browsing from the TV
The way your Smart TV connects to the internet also greatly affects your privacy. While it might seem like only the TV itself matters, the truth is that your home network settings can reduce tracking and block some intrusive advertising.
An interesting measure is to change your router's DNS servers to services that include filtering for malicious or tracking domains. Options like Cloudflare (for example, its 1.1.1.3 configuration to block malware and adult content) or Quad9 (9.9.9.9 with protection against suspicious domains) help prevent your TV from even connecting to certain servers used for advertising or mass tracking. It's not a cure-all, but it adds another layer of protection.
In homes with many connected devices, creating a guest Wi-Fi network just for the Smart TV and other IoT gadgets (plugs, light bulbs, speakers, etc.) is a good strategy. This way, if any of them experience a security issue, it will be more isolated from your personal computer, main mobile phone, or the NAS where you store important documents.
Regarding the use of a VPN directly on your TV, it largely depends on the operating system and the support offered by each manufacturer. Some TVs allow you to configure a VPN directly from the television, but in many cases, it's more practical to place it on your router or an external device (such as a TV box with VPN , Chromecast, Apple TV, or Fire TV) that actually connects to the streaming services. This way, you protect both your internet traffic and your apparent home location.
If you ever use the Smart TV's built-in web browser, it's advisable to follow the same basic rules as with any other device: verify that the website uses HTTPS, don't save passwords in the TV's browser, avoid downloads from dubious sites, and be wary of pop-ups or strange messages. Pirated streaming and download sites remain a source of malware and scams , even on your TV.
Finally, be very careful with USB drives. If you connect a USB drive that has been used on public computers, internet cafes, shared computers, or from unreliable sources, there's a risk it might contain malware. Before plugging it into your TV, scan it with antivirus software on your computer, and if anything seems off, it's best not to use it.
Applications, permissions, and best practices with TV software
Another important aspect of keeping your Smart TV under control is managing installed applications. Ultimately, every app is a potential data leak point or entry point if its security is weak. It's worth taking some time to clean up what you don't use and review the permissions of what remains.
The basics: only install from your system's official app store (Samsung Apps, LG Content Store, Google Play, Roku Channel Store, etc.). If you're asked to download something from external websites, suspicious QR codes, or a USB drive of unknown origin, it's best to pass. Official repositories apply security filters and reviews that, while not foolproof, do prevent most malicious software. Outside of these stores, the risk increases dramatically ; if you're looking for safe options, explore legal streaming alternatives.
In your TV's settings, there's usually a section where you can see all the installed apps, how much space they're using, and what permissions they have. Use this to uninstall any you don't use and to check what's accessing your usage data, location (if the TV manages it), microphone, or camera. A recipe app that requests microphone access, for example, is definitely not a good idea.
Another good habit is to review the privacy settings of each major app (Netflix, YouTube, Prime Video, etc.), just as you would on your phone. Some allow you to limit your viewing history, disable some personalized recommendations, or manage how your data is used. These options aren't always very visible, but it's worth exploring the menus.
As for more privacy-conscious software-based experiences (like Jellyfin for your own content or alternative YouTube clients), these can be an interesting option as long as they're installed from official and trusted sources. They tend to collect less data and give you more control, although in many cases they require a bit more configuration. The key remains avoiding random APKs or builds you find online.
By combining a good app cleanup, keeping updates up to date, and strict permission control, you significantly reduce the attack surface of your Smart TV and limit the information that apps can collect about your behavior.
Ultimately, the key to having a truly smart Smart TV lies in taking a few minutes to master all the built-in connected features. Disabling ACR, reviewing data collection, limiting voice assistants, keeping the firmware updated, maintaining your router, and controlling which apps you install are simple steps anyone can take. This way, you'll have a TV that continues to offer Netflix, HBO Max, Disney+, or Movistar Plus without sacrificing the fact that your living room isn't a constant source of data for third parties . A couple of adjustments today will save you a lot of headaches tomorrow.
