Smart TVs offer convenient access to streaming services, but they may also collect more information about your household than you realize.
Some TVs can track what you watch, how long you watch it, and when you stop, even when using a separate streaming device or gaming console. That information can be analyzed and shared with third parties for advertising purposes, often without consumers fully understanding what they've agreed to.
These privacy concerns have prompted lawsuits against smart TV manufacturers. In December 2025, Texas Attorney General Ken Paxton sued several manufacturers, alleging their data collection practices violated the state's Deceptive Trade Practices Act.
The lawsuits resulted in settlements with Samsung in February 2026 and LG in May. The agreements require clearer disclosures and consumers' explicit permission before certain viewing information can be collected.
What Information Can Your Smart TV Collect?
Many smart TVs use automatic content recognition (ACR), technology that identifies what's playing on a screen by comparing digital signatures of displayed content against a database.
According to Samsung's explanation of ACR technology, information collected when enabled may include:
· Programs watched and viewing duration
· Device identifiers and IP addresses
· Information used to identify viewing preferences
Many television manufacturers say that ACR is optional, requires users to opt in, and can be disabled, and that they don’t record or watch the content displayed on customers' televisions.
However, viewing histories and the data it collects can reveal personal interests, habits, and potentially sensitive information. Watching programs about medical conditions, religious beliefs, or financial difficulties could provide clues about someone's personal circumstances.
But that doesn't mean Samsung or another smart TV company actually creates such profiles. The point is that it illustrates why viewing information can be valuable to advertisers – and why some people, if not adequately informed, would take issue with what’s collected.
Depending on state privacy laws, it could also potentially validate claims of consumer privacy rights’ violations, and ultimately, lead to lawsuits.
Can Smart TVs Track Streaming Services and Video Games?
Using a separate streaming device doesn't necessarily prevent your LG, TCL, Samsung, or another smart TV from collecting viewing information.
ACR operates at the television level, meaning it may be possible to recognize and track what’s being displayed through HDMI-connected devices like Roku, Apple, gaming consoles, and cable boxes.
Smart TV privacy notices often describe collecting viewing information from third-party applications and, in some versions, information about games played. That’s not to say that ACR identifies every game, private message, or image displayed. Recognition depends on the technology and available reference information.
Streaming services may also independently collect viewing information, creating another layer of tracking that television privacy settings don't necessarily control.
When Does Smart TV Tracking Violate Privacy Laws?
Collecting viewing information isn't automatically illegal. Whether a manufacturer violates privacy laws can depend on what's collected, how consent is obtained, what consumers are told, and whether information is shared.
Federal and state consumer protection laws prohibit certain unfair or deceptive business practices. Some states, including California, also provide rights concerning access to personal information, deletion, and certain forms of data sharing.
The federal Video Privacy Protection Act may apply to certain disclosures of personally identifiable video-viewing information, depending on the circumstances.
The Federal Trade Commission has previously challenged smart TV tracking. In 2017, Vizio agreed to pay $2.2 million to resolve allegations that it collected viewing histories from approximately 11 million televisions without adequate notice or consent.
The FTC alleged that Vizio collected information about content displayed through cable boxes, streaming devices, DVDs, and other sources for advertising purposes. The settlement required Vizio to clearly explain its data collection practices and obtain consumers' explicit permission before collecting their viewing information.
Texas’ Privacy Lawsuit Over Smart TV Data Collection
In December 2025, Texas Attorney General Ken Paxton sued Samsung and four other television manufacturers, alleging they unlawfully collected consumers' viewing information through ACR technology.
On February 26, 2026, Texas announced an agreement with Samsung requiring the company to obtain consumers' express, informed consent before collecting or processing ACR viewing data. Samsung must also update its smart TV interfaces to clearly explain how viewing information is collected and used. A similar agreement was reached with LG in May.
The case focused on changing data collection practices rather than establishing compensation for individual television owners.
How Can You Stop Your Smart TV From Tracking You?
If you want to stop your smart TV from collecting certain data about what you’re watching and how you interact with the device, such settings can generally be disabled in the Privacy Settings. Menus vary by brand, model, and software version, so check your manufacturer's instructions for how to disable ACR data collection.
It’s important to know that this doesn't stop everything from being tracked. Manufacturers may still process account information, device identifiers, and diagnostics. Streaming services also have their own privacy settings.
It’s also worth reviewing settings for:
- Interest-based ads: Controls related to personalized advertising.
- Data sharing : Options concerning the sale or sharing of personal information.
Disconnecting your TV from the internet can further limit data collection, although some smart features will stop working.
Legal Options if Your Smart TV Collected Data Without Adequate Consent
Owning a smart TV or enabling ACR doesn't automatically establish a privacy violation or entitle someone to compensation. However, consumers who believe their viewing information was collected or shared without adequate disclosure or consent may have legal options.
Start by reviewing the manufacturer's privacy policy and consent agreements. You can also ask what information it collects, who receives it, and whether you can access or delete it.
Save copies of relevant privacy notices, settings, and communications if you believe the company misrepresented its practices.
Depending on your state, you may have rights to request access to personal information, seek deletion, or opt out of certain data sharing.
You can file a complaint with the FTC, and a consumer privacy attorney can help determine whether you have a case.
Ultimately, smart TV privacy is about whether consumers understand what their devices collect, how that information is used, who receives it, and whether they have a meaningful choice.
