- Smart TVs collect a large amount of viewing and usage data by default, often through ACR and factory-activated customization options.
- Disabling tracking, voice assistants, cameras, and manufacturer accounts, along with automatic updates, drastically reduces privacy risks.
- Installing only trusted apps, controlling USB drives, and using well-configured WiFi networks helps prevent malware, botnets, and credential theft.
- Router reinforcements, guest networks, and DNS filters complete an effective strategy to make your Smart TV a much more secure device.
These days, it's rare to walk into a house and not find a Smart TV in the living room, and Smart TV operating systems impact your privacy. What many people aren't so sure about is that your TV might be sending data about everything you watch, when you watch it, and how you watch it to manufacturers, advertisers, and other companies—sometimes every few seconds, without you even realizing it.
The good news is that, with a few simple settings changes, you can turn your TV into a true privacy haven without giving up Netflix, HBO Max, Disney+, or your favorite apps . This article will show you, in detail, what threats affect your Smart TV, which specific options you need to adjust, and how to make it much more secure in just a few minutes.
Why your Smart TV's privacy settings matter (a lot)
When we think about cybersecurity, we usually focus on mobile phones or computers, but a modern Smart TV is just another connected device, with its own operating system, apps, microphones, camera, and access to the home network. This means it's also exposed to the same security threats, data theft, and privacy breaches as any other device.
According to several recent studies, more than half of Spanish households have a smart TV, and a large majority have connected it to the internet without ever checking the privacy settings. As a result, many devices have been sending viewing information, advertising identifiers, and technical data to external servers for months—or even years—usually with ACR enabled by default.
The GDPR requires that the processing of your personal data be based on clear and informed consent, but in practice, that consent is obtained when, upon turning on the TV for the first time, you accept without reading that endless screen of "Terms and Conditions" and "I accept everything" just to start watching something as soon as possible. What almost no one does afterward is go back to those menus and disable what they don't need.
It's also important to remember that a Smart TV is rarely alone: it's part of your home and IoT network and communicates with other devices (mobile phones, tablets, speakers, game consoles). If an attacker manages to compromise the TV, they can try to move laterally through the network and reach the other devices connected to the router.
Real threats to your privacy and security on Smart TVs
The first step to protecting yourself is understanding the specific risks. A Smart TV can be an attractive target for both manufacturers looking to profit from your data and cybercriminals seeking to exploit any vulnerable device on your network.
One of the most common threats is software vulnerabilities . Each brand uses its own operating system (Tizen in Samsung, webOS in LG, Android TV or Google TV in many Sony, TCL, or Philips models, proprietary versions in other brands), and like any software, these can contain security flaws. If you don't update the firmware, you leave the door open for someone to exploit a bug and gain partial control of the device.
Another very sensitive area is built-in spy devices : microphones for voice assistants (Google Assistant, Alexa, Bixby, Siri) and cameras for video calls or gesture control. There have been documented cases where smart gadgets remained "listening" longer than they should. If an attacker compromises the television, those microphones and cameras can become a direct window into your living room.
In addition to all this, a poorly protected Smart TV can end up becoming part of a botnet or zombie network . In that scenario, the television becomes infected with malware that uses it to participate in distributed attacks, scan other devices on your Wi-Fi network, or distribute malicious code. Something similar happens with cryptojacking : the television is used to mine cryptocurrencies without your permission, resulting in decreased performance and a possible reduction in its lifespan.
Don't forget the risk of data and account theft . Many streaming apps, email services, social media platforms, and cloud storage services require a username and password. If your device is compromised, those credentials and associated information (name, email, payment methods, viewing history, etc.) could fall into the wrong hands. Something as simple as leaving your Netflix or Google account session open on your TV adds an extra layer of vulnerability.
What is ACR and how does your TV know everything you watch?
One of the most controversial elements in terms of privacy is ACR (Automatic Content Recognition) . This technology identifies what appears on the screen at any given time, whether it's a streaming app, an external HDMI signal, a digital terrestrial television channel, or a file from a USB drive.
The system typically works by periodically capturing images or audio, which are then compared to a massive cloud-based database. If there's a match, the system knows what program, series, movie, advertisement, or channel you're watching. This information is then linked to an identifier for your television or home and sent to servers belonging to manufacturers, analytics platforms, and data brokers , who process it for various commercial purposes.
Academic studies and analyses by organizations like Mozilla have shown that major television brands send usage data to their servers every few minutes, even when you're not using a specific streaming app. This is a near-constant flow of metadata about your content consumption habits : times you watch, genres you watch, session duration, channel changes, pauses, and so on.
The manufacturers' usual argument is that all this serves to offer better recommendations and a more personalized experience. However, the real business lies in targeted advertising and the sale of audience profiles to third parties, a market that moves billions worldwide. The big problem is that most users are unaware of the extent to which their activity is being monitored.
The good news is that, on almost all systems, ACR and data transmission features can be disabled in the settings. The downside is that these options are usually buried in menus like "Terms and Privacy," "Personalization Services," or "User Agreements," far from the more visible image and sound settings.
How to disable tracking and improve privacy, depending on the brand
Although each manufacturer has its own menu design, the general pattern for limiting tracking is very similar: go into the settings, locate the privacy, security or data management section and disable anything that sounds like personalization, advertising or sending viewing information.
On recent Samsung TVs, the path usually leads through the general settings menu, where you'll find a "Terms and Privacy Policy" section . Within this section, you can uncheck options such as "Personalization Services" and "Viewing Information Service," which are responsible for recording what you watch and sharing it for advertising and recommendation purposes.
On LG models with webOS, the options are usually grouped in the general settings section, in a submenu such as "About this TV" or "User Agreements ." This is where you'll find checkboxes related to viewing information and interest-based ads. Disabling these prevents the system from using your content profile to show you targeted advertising.
If your TV runs on Android TV or Google TV ( operating systems ), you should carefully review your Google privacy settings . There you can disable the sending of usage and diagnostic data, manage your advertising identifier, reset it, or even disable its use for ad personalization. It's also recommended to review the settings of the Google account associated with the device.
Other ecosystems like Roku or Amazon's Fire TV also have similar controls: privacy menus where you can prevent the use of TV input information, block ad personalization, and limit the collection of data about how you use apps. The concept is always the same: the less usage data the device sends, the smaller the profile they build about you.
Basic settings to secure your Smart TV
Beyond disabling ACR and ad personalization, there are a number of basic settings worth checking on any device, regardless of brand or operating system. These are simple measures that significantly increase the level of protection without complicating things.
The first step is usually creating a secure account linked to your TV . Many manufacturers require you to link your own account to download apps, sync preferences, or control the TV from your mobile device. If you decide to use one, set a strong password, enable two-step verification whenever possible, and avoid reusing credentials for other important services like email or online banking.
Next, go to the TV's security and privacy settings. From there, you can usually adjust permissions for different types of data (location, viewing history, diagnostics), manage app access to the microphone and camera, and limit information sharing with external services, including voice assistants and manufacturer accounts.
It is essential to enable and keep automatic firmware updates enabled . Many silent patches released for your TV fix vulnerabilities that could allow anything from remote code execution to privilege escalation. Delaying or ignoring these updates leaves an unnecessary window open for a cybercriminal to exploit a documented flaw.
Some models also offer the option to activate a built-in firewall or basic network security filters. While these don't replace a router or a dedicated security solution, they can add an extra layer of protection against suspicious incoming connections or unauthorized traffic.
Finally, it's worth checking if your Smart TV is compatible with antivirus apps specifically designed for televisions . Some brands already include pre-installed solutions that scan downloaded files, USB drives, and internet traffic for malware. In other cases, you can install reputable apps from the manufacturer's official app store.
Advanced privacy: voice assistants, cameras, and manufacturer accounts
Voice assistants built into televisions and microphones in remote controls are incredibly convenient, but they also raise significant privacy concerns. These systems require the microphone to be in a constant listening state to detect the "activation command ," which creates distrust regarding what is being recorded, what is being sent to the cloud, and how it is stored.
If you don't really use these features or can live without them, the most straightforward solution is to disable voice recognition in the settings and keep the microphone physically muted whenever there's a dedicated button on the remote. Some models even allow you to disconnect the microphone from the TV itself, so that not even malicious software can access it.
Something similar happens with built-in cameras. They're used for video conferencing, facial recognition, gesture control, or experimental features, but when you don't need them, it's sensible to disable them in the system and physically cover them . A simple retractable tab or an opaque sticker is enough to ensure that no one can see you through the TV.
Another sensitive issue is the manufacturer's account and unified login . Many TVs offer advantages if you log in with your Samsung, LG, Sony, etc. account: app synchronization, built-in recommendations, mobile control, etc. However, by doing so, you centralize much of the information about your device usage with that specific provider.
In some cases, the TV works perfectly well without linking any manufacturer account, beyond the one needed to install basic apps. Disconnecting that account or not creating it in the first place can offer a significant privacy benefit at the cost of losing features that are often not used on a daily basis.
Another very useful measure is to place your TV on a separate guest Wi-Fi network, isolated from the rest of your devices . This is configured in your router and allows the TV to access the internet for streaming apps, but prevents it from communicating directly with your computer, NAS, or other sensitive devices. This way, even if the TV were compromised, it would be more difficult for the attack to spread to the rest of the network.
Just like with your mobile phone, the apps you install on your Smart TV are a significant risk factor. Each app is a potential entry point for malware, trackers, and privacy abuse, so it's wise to be very selective about what you install and where you download it from.
The golden rule is to always use the system's official app stores (Google Play on Android TV, the LG store, the Samsung store, etc.) and be completely wary of external websites that offer APKs, alternative stores, or systems for sideloading apps onto the TV. In an environment where users typically lack advanced analysis tools, opening the door to apps of dubious origin is unnecessary.
Even with apps from trusted sources, it's a good idea to occasionally review the permissions you've granted them . If a video-on-demand app requests access to your precise location, microphone, or contact list without a clear reason, it's reasonable to block that permission or simply uninstall the app. Similarly, apps you haven't used in months should be removed from your TV.
Something very similar happens with USB drives. Carrying a movie or TV series on a flash drive is very convenient, but if that drive has been used on public computers, third-party equipment, or infected devices, there's a risk it carries malware designed to run on embedded systems . Before connecting it to your Smart TV, scan it with antivirus software on a trusted PC.
Regarding web browsing on TVs, while it's not the primary use for most, some people do use it for quick searches or to access specific sites. In these cases, the same recommendations apply as on a computer: prioritize websites with HTTPS and a valid certificate , avoid downloads from unknown sources, don't enter sensitive credentials unless absolutely necessary, and, of course, be wary of aggressive pop-ups or alarmist messages.
An interesting extra step is to change the DNS servers on your router to alternatives that include filters against malware and known trackers . Providers like Quad9 or specific Cloudflare configurations allow you to block, at the network level, certain domains that are commonly used for excessive telemetry, advertising, or the distribution of malicious code.
The role of the router and home network in protecting your TV
Your Smart TV's security begins before you even reach the screen itself, specifically with the router that gives you internet access. This device is the true gateway for all your internet traffic, so it's essential to keep it properly configured and up-to-date.
The first piece of advice is to change the username and password for your router's administration panel, avoiding leaving the default factory credentials. Next, configure a strong Wi-Fi password with WPA2 or WPA3 encryption , discarding older and vulnerable standards like WEP. If you're still using the password that came on the sticker, it's a good time to update it to something more secure.
It's highly recommended to keep your router's firmware up to date. Some internet service providers update it automatically, but this isn't always the case. Checking periodically for new versions or security patches reduces the risk of someone exploiting known vulnerabilities to gain access to your network and, from there, attempt to compromise your Smart TV and other devices.
If your router allows it, create a separate Wi-Fi network for guests or IoT devices (including smart TVs, smart speakers, smart plugs, etc.) and consider using VLANs . This way, these devices remain isolated from your main equipment: computers, mobile phones, or devices with more sensitive information.
Some advanced models also offer MAC address filtering, parental controls, blocking of certain ports, or even integration with cloud security services. While it's not necessary to go overboard, enabling basic features like client isolation or blocking remote router administration adds several layers of difficulty to any intrusion attempt.
For users particularly concerned about their privacy, one option is to route some traffic through a VPN configured on the router or an intermediary device . It's not always a perfect solution, but in certain scenarios it can help hide some of your activity from your internet provider and certain external services.
Throughout this process, it becomes clear that a Smart TV can be both a source of entertainment and a weak point in your network if not configured properly. Carefully reviewing privacy settings, disabling ACR, limiting voice assistants, keeping updates current, installing only trusted apps, being mindful of USB usage, and strengthening your router are steps anyone can take without being an expert, and they make a huge difference in preventing your TV from becoming a silent spy in your living room.
