How to prevent your TV from sending usage data to third parties

¿How to prevent your TV from sending usage data to third parties? Today, Smart TVs have found their way into almost every living room and bedroom, and have gone from being the old “idiot box” to real connected computers to the internet. They are comfortable, powerful and allow you to enjoy all kinds of streaming platforms, apps, games or even browse the web without getting up from the sofa.

The problem arises when we discover that, in addition to entertaining us, Our TV may be sending a lot of usage data to manufacturers and third parties without us even realizing it. Viewing habits, the apps you use, voice, location, even what you connect via USB can end up on remote servers. The good news is that you can take control and minimize this "spying" by tweaking a few settings.

Why your Smart TV knows so much about you

Before changing settings haphazardly, it's best to understand what's happening: A modern Smart TV functions as just another device in the connected home.with an operating system, apps, a permanent connection, and, in many cases, a microphone and camera. Exactly the same elements that we already know pose a risk in mobile phones and computers.

Modern televisions integrate Data collection software, sensors, voice recognition, and, in some models, a front-facing cameraAll of this is officially intended to "improve the user experience," but in practice it means that data about what you do in front of the screen is collected and processed.

Furthermore, being connected to the home network, Television can become a gateway for attacks Just like any other IoT device, a security flaw in the firmware could allow it to become part of a botnet, distribute malware to other devices in your home, or even mine cryptocurrencies (cryptojacking) without your knowledge, consuming resources and shortening its lifespan.

Another important risk is that of “classic” privacy: If someone gains access to your Smart TV, they could see open accounts, playback histories, and associated data. to platforms like Netflix, Disney+, or YouTube. If you don't log out or use the same password across multiple services, the impact of an intrusion can be greater than you imagine.

In business environments the problem is multiplied, because Smart TVs in meeting rooms can display corporate content, video calls, and documents. If the network and security configuration is not properly designed, in addition to privacy settings, it's advisable to consider network segmentation, access policies, and professional audits.

The role of the router and network in protecting your TV

Before even touching the TV settings, The first line of defense is your routerIf the home or corporate network is not properly secured, any connected device, including the TV, will be more vulnerable.

The basics involve change the router's default username and passwordMany people still leave it at its factory settings. Furthermore, it's crucial to keep your router's firmware updated to patch vulnerabilities and enable robust Wi-Fi encryption (WPA2 or, better yet, WPA3) with a long, hard-to-guess key.

It can be interesting in homes and, especially, in businesses. create a separate network or guest network This applies only to IoT devices (TVs, smart plugs, light bulbs, cameras, etc.). This way, if an attacker compromises the Smart TV, they won't have direct access to work computers or other more critical equipment.

If you want to go one step further, you can Configure firewall rules on the router to limit outgoing TV connectionsBlocking known telemetry domains or IP ranges, or only allowing what's necessary for the apps you use to work, greatly reduces the amount of data the TV can send out.

If you want to go one step further, you can Configure firewall rules on the router to limit outgoing TV connections or Configure AdGuard HomeBlocking known telemetry domains or IP ranges, or only allowing what's necessary for the apps you use to work, greatly reduces the amount of data the TV can send out.

In professional infrastructures, the usual option is to advanced segmentation (VLAN), MAC filtering, static IP assignment, and traffic monitoring to detect anomalies. These are measures that can be applied by companies specializing in cybersecurity and that make a lot of sense when there are several Smart TVs in meeting rooms or open spaces.

Specific threats: from ACR to cryptojacking

Many of the best-selling TVs incorporate a silent but very aggressive privacy feature: Automatic Content Recognition or ACRThis technology identifies everything that appears on the screen, regardless of whether it comes from a streaming app, a digital terrestrial television channel, or a USB drive.

The system analyzes frames or metadata and This information is sent to manufacturers' or third-party servers to create a detailed record of what you see.Titles, genres, schedules, duration, breaks, channel changes… Data that has enormous commercial value for targeted advertising, audience analysis or the creation of consumer profiles.

This function has different names in each brand: In some LG models it is presented as “Live Plus”On Samsung devices, this feature usually appears as "Display Information Services" or similar options like "Enhance Recommendations" or "Personalized Advertising." The problem is that it's almost always enabled by default and goes completely unnoticed.

In addition to ACR, there are other risk factors: Vulnerabilities in the TV's operating system, flaws in third-party apps, infected USB drives, or insecure network configurationsIn certain attacks, TVs have been used as part of botnets that launch DDoS attacks, or as cryptocurrency mining nodes without the user noticing anything more than a slow TV that gets hotter than usual.

We must not forget the more “physical” component: the microphones and cameras integrated into the TV or remote controlIf a cyber attacker gains access, they could activate those elements and spy on audio or video from the living room or a meeting room, which already constitutes a direct violation of privacy.

Disable Automatic Content Recognition (ACR)

If you're only going to change one thing, let it be this. Disabling ACR is the most direct blow to the mass collection of viewing data.It's not complicated, but each brand calls it something different and hides it in different menus.

In general, you'll have to go to Go to Settings or Configuration and look for sections such as “Privacy”, “Data Management”, “Advertising” or “General”Within those menus, disable anything that sounds like "Automatic Content Recognition (ACR)," "Personalized Advertising," "Display Data," "Improve Recommendations," or similar text.

By doing so, you will notice that The television will display notices that you will stop receiving personalized suggestions or advertisements tailored to your tastes.It's a typical message meant to scare you a little, but in practice the TV will continue to work just as well; the only thing that changes is that your profile will no longer feed so many third-party databases.

It is important to be aware that Some firmware updates may reactivate these options or reset the privacy settings to factory defaults. That's why it's advisable to check this menu periodically, especially after installing a major update.

According to the GDPR, the processing of personal data must be based on explicit, informed and unequivocal consentIn practice, most of us click "Accept all" when setting up our TVs for the first time without reading anything, so the legal basis exists, but the sense of transparency leaves much to be desired. Therefore, reviewing and disabling these sections is a way to restore some balance.

Microphones, voice assistants, and cameras: who hears you and who sees you

Another key piece of the puzzle is voice assistants: Google Assistant, Alexa, or the manufacturer's own assistantsThey are very useful for changing channels, opening apps, or searching for content without typing, but in return, they require the microphone to always be ready to listen for the keyword.

Reduce risks, go into the settings and look for “Voice assistants”, “Google Assistant”, “Voice control” or similar termsThere you can completely disable the assistant or, at least, the detection of phrases like "Ok Google" or "Hey Google", so that it only activates when you press a button on the remote.

Many Smart TV remotes come with a physical button with a microphone icon that allows you to cut off the listeningIf you have it, use it whenever you don't need voice control. It's a simple barrier that prevents private conversations from being processed by remote servers.

In the case of TVs with integrated cameras for video calls or gesture control, there are several options: Disconnect it completely if it is removable, slide the physical locking tab if it has one, or cover it with an opaque sticker. If there's no other option. The same applies to video conferencing cameras connected to the TV via USB.

Remember to also check microphone and camera permissions for each app You can manage these permissions through the Applications or Permissions menu. Many apps request access "just in case" and then don't actually need it. Removing these permissions reduces the risk of a malicious or unethical app being able to listen or record without permission.

Control ad personalization and advertising ID

Advertising is the main reason why so much data travels from your TV to the cloud. Manufacturers and platforms generate a unique advertising ID associated with your devicewhich is used to show advertising based on your activity, both on TV and sometimes combined with data from other services.

On systems like Android TV or Google TV you can access Settings > Device Preferences > Information > Legal Information > AdsThere you'll find options to reset or delete your advertising ID. It's not possible to completely remove ads, but you can make them less personalized.

In addition to the ID, in the privacy or ads section of the Smart TV there is usually toggles to limit customizationIf you disable them, you will still see ads, but they will no longer be so tailored to your tastes and your usage history will not be exploited in the same way.

In some models you will also see a specific setting for authorize the manufacturer to process your personal data (power-on times, app usage, etc.) Under the pretext of "offering better content services," disabling it significantly reduces the amount of telemetry the TV sends.

Keep in mind that Personalized advertising also relies on locationIf you disable location access (where possible) and limit ad IDs, you cut off two of the most lucrative sources for targeted marketing.

Applications, permissions, and origins: not everything goes.

Installing apps on a Smart TV is incredibly convenient, but each new application is... another potential vulnerability in your privacy and securitySome ask for excessive permissions, others come from dubious sources, and a few are simply designed to abuse user data.

The first thing to do is check what you already have installed: Go to Settings > Applications and check them one by one. Which ones do you actually use and which ones don't? Don't be afraid to uninstall anything that hasn't been opened in months or that you don't consciously remember installing.

Then enter the section Application permissions, where they are usually grouped by permission typeStorage, calendar, contacts, camera, microphone, location… From there you can quickly see which apps have access to each resource and revoke permission when it is not justified.

On Android TV / Google TV it is also important to visit Device preferences > Security and restrictionsThere you will find “Unknown sources”, which should be disabled to prevent the installation of apps from outside the official store, and options such as “Verify applications”, which alerts or blocks potentially dangerous installations.

Ideally, only install applications from official stores (Google Play, manufacturer's store, etc.)While they're not infallible, at least there's a minimum level of filtering, and malicious apps are removed fairly quickly. When an app isn't in these stores and asks you to install it through another channel, it's time to be wary and suspicious.

Firmware and system security updates

Software updates are not just about adding pretty features. Many of the patches serve to close vulnerabilities that could be exploited to steal data or take control of the TVThat's why it's crucial to make sure your Smart TV stays up to date.

In most models you will find this option in Settings > Technical Support, “Software Update”, “System Update” or “General Settings”There you can enable automatic updates or, if you prefer more control, check periodically for a new version available.

Manufacturers like LG or Samsung include it in many of their updates. Security improvements, critical bug fixes, and patches for known vulnerabilitiesIgnoring these updates leaves the door open to attacks that have been documented over time.

However, there is a nuance: Some updates may reactivate tracking or personalized advertising options that you had turned off.Therefore, every time you update, it's worth taking a quick look through the privacy, ads, and ACR menus to make sure everything is still in place.

In companies and organizations, Smart TV update management should be integrated into general device update policiesjust as is done with computers and mobile phones, ensuring that no equipment remains outdated for too long.

USB, navigation, and other details that make the difference

Beyond the advanced tracking features, there are small gestures that make a big difference. One of the most important is... Be careful with USB flash drives or external hard drives that you connect to the TV.If they come from shared computers or dubious sources, they may carry malware designed to exploit system vulnerabilities.

Ideally, Always scan these drives with an up-to-date antivirus on a computer. before plugging them into the Smart TV. Although it may sound exaggerated, there have been cases where these types of devices were used as an attack vector between computers on the same home or corporate network.

If you use the TV's built-in web browser, that's a good idea. Avoid pages that do not use HTTPS or that display invalid certificate alertsIt's also not a good idea to save passwords in your TV's browser, because if someone gains access, either physically or remotely, they could easily access your accounts.

On the other hand, you might consider Completely disconnect your TV from the internet if you don't need apps or online features.If you only use it for digital terrestrial television (DTT) or to play content from an external player, turning off WiFi or unplugging the network cable eliminates a large part of the problem.

Finally, remember to always keep a critical attitude towards pop-up messages, unexpected alerts, or windows that suddenly request permissionsDon't just press "Accept" out of habit: take a second to read what you're agreeing to and, if you have any doubts, investigate or reject it.

Privacy on Smart TVs in professional environments: advanced solutions

When we talk about companies, universities, or centers with multiple smart TVs, The approach needs to go beyond just changing a couple of settingsThis is where corporate cybersecurity comes into play, with broader and more coordinated measures.

The usual procedure in these cases is to perform specific audits of IoT devices and Smart TVs This involves identifying which models are present, which firmware versions they use, what services they expose, and how they are connected to the internal network. From there, a plan is designed to segment networks, define update policies, and establish access controls.

Network segmentation allows Isolate the TVs from the rest of the critical equipment, so that a single TV failure does not endanger servers or workstationsThis is complemented by internal firewalls, access control lists, traffic filtering, and continuous monitoring.

Many organizations support this deployment in cloud environments such as AWS or Azure, where Centralized policies, encryption, activity logs, and AI-based anomaly detection systems can be managed.Thus, if a TV suddenly starts sending large volumes of data to an unknown destination, an alert is triggered or it automatically locks up.

Specialized companies offer Consulting and custom development services focused on AI and cybersecurityDesigning specific solutions for connected ecosystems: from Smart TV and IoT audits to the integration of AI agents to monitor traffic, detect anomalous behavior, and automatically respond to incidents.

Furthermore, they combine these services with business intelligence and tools like Power BIso that the organization can visualize which devices generate the most risk, what usage patterns are observed, and how segmented networks behave, all on cloud infrastructures in AWS or Azure.

Additional best practices to protect your experience

Aside from all the adjustments mentioned, there are some general guidelines that help keep your Smart TV under control. One of the simplest is create a specific and secure account to manage the televisionwith a strong password and, if possible, two-step authentication for the manufacturer's or Google account.

Separating your digital identities is not a bad idea: use a different email address than for more sensitive personal information (banking, work) to register the TV and its services reduces the impact if data from that account is ever leaked.

Another useful tip is occasionally check the log of devices connected to your streaming accountsPlatforms like Netflix, Disney+, and similar services allow you to see where you've logged in from. If you see any connection you don't recognize, log out of all devices and change your password.

If you prefer to have more control, you can always use trusted external streaming devices (Chromecast, Fire TV, Apple TV, etc.) and minimize the use of apps built into the TV itself. This way, you centralize privacy settings on a single device, often with more options and more frequent updates.

Ultimately, it's about combining Technical adjustments, common sense and, when necessary, professional supportThe TV will still be just as "smart", but it will be in your favor, not in favor of third parties who monetize your data without you even noticing.

With a few well-thought-out changes to your router, Smart TV settings, app permissions, and how you manage updates and networks, It is perfectly possible to enjoy all the advantages of a smart TV while minimizing data leaks and exposure to cyberattacks.Whether at home or in a business, the goal is for the screen to once again be, above all, a tool for viewing content and not a permanent window through which your information escapes.