Smart TV viewing-data collection is back in court. The core allegation is simple: televisions can identify what people watch, when they watch, and how long they watch, often without clear consent.
In December 2025, Texas Attorney General Ken Paxton filed lawsuits against five of the world's largest television manufacturers: Sony, Samsung, LG, Hisense, and TCL. The charge? Secretly harvesting consumer viewing data through technology embedded in their smart TVs—without meaningful consent.
The case is about whether consumers were meaningfully told what was happening inside devices already sitting in their homes.
The Accused
Let's meet the defendants in what may be the largest smart TV privacy case in history:
The Big 5:
Samsung — South Korean electronics giant
LG — South Korean competitor
Sony — Japanese electronics conglomerate
Hisense — Chinese state-connected manufacturer
TCL — Chinese state-connected manufacturer
Combined, these companies represent the majority of smart TVs sold in the United States. Every single one of them allegedly deployed surveillance technology in their products.
How ACR Technology Works
The spying mechanism is called Automated Content Recognition (ACR). Here's how it allegedly works:
The Technical Process:
Your smart TV captures screenshots of what you're watching—every few seconds
These screenshots are compared against a database of known content
The TV identifies exactly what you're viewing (Netflix, cable, gaming, etc.)
This data is transmitted to the manufacturer's servers
The data is sold to advertisers, data brokers, and third parties
What They Collect:
Every show, movie, or video you watch
Your viewing schedule and habits
How long you watch each program
What apps you use
When your TV is on and off
Potentially, what's happening in your living room
"The TV doesn't just know what you're watching. It knows when you pause, when you rewind, and when you fall asleep during a documentary about corporate surveillance." — Allegedly our editorial team
The Chinese Connection
The lawsuit raises particular concerns about Hisense and TCL, both Chinese-owned companies:
National Security Implications:
Chinese law requires companies to share data with the government upon request
The CCP has demonstrated willingness to use corporate data for intelligence purposes
Smart TVs in millions of American homes could theoretically provide surveillance capabilities
Previous Concerns:
Huawei and ZTE were banned from US telecom infrastructure over similar fears
TikTok faced forced divestiture over data security concerns
Smart TVs represent an even more intimate surveillance vector
having a Chinese state-connected company's camera and microphone in your bedroom is a choice. But it's a choice most people didn't know they were making.
The Vizio Precedent
This isn't the first time smart TV manufacturers have been caught spying:
The 2017 Vizio Settlement:
Vizio paid $17 million to settle FTC charges
They had been collecting viewing data from 11 million TVs since 2014
Data was sold to advertisers without user consent
The company claimed it was for "viewing data analytics"
What Changed:
Absolutely nothing, apparently
Other manufacturers continued the same practices
The fines were considered a cost of doing business
Consumers remained largely unaware
The Opt-Out Illusion
Smart TV manufacturers will tell you that you can "opt out" of data collection. Let's examine this claim:
The Reality of Opting Out:
Settings are buried in complex menu systems
Options use confusing technical language
Some data collection continues regardless of settings
Opting out may disable core TV features
Settings reset after software updates
The Consent Theater:
Privacy policies are 20+ pages of legal jargon
Most consumers click "Accept All" to use their new TV
The choice is between surveillance and a non-functional device
Children and elderly users cannot meaningfully consent
this isn't consent. It's coercion with extra steps.
What the Data Reveals
The data collected by smart TVs is extraordinarily revealing:
Personal Insights:
Political affiliation (based on news channel preferences)
Health conditions (medical shows, pharmaceutical ads)
Financial status (premium channels vs. Free content)
Relationship status (romantic comedies vs. Action movies)
Sleep patterns (when the TV turns off)
Daily routines (morning news, evening shows)
Aggregate Power:
Combined with other data sources, TV viewing creates complete profiles
Advertisers can target based on emotional states inferred from content
Insurance companies could theoretically access health-related viewing patterns
Employers could learn about employee lifestyles
The Broader Implications
This lawsuit represents something larger than just television privacy:
The IoT Surveillance Problem:
Smart TVs are just one of many internet-connected devices in your home
Smart speakers, thermostats, fridges, and cameras all collect data
Together, they create a full surveillance network you invited inside
The Corporate Data Economy:
Your viewing habits are worth money to advertisers
TV manufacturers discovered they could subsidize hardware costs with data sales
The true cost of a "cheap" smart TV is your privacy
The Regulatory Gap:
No full federal privacy law exists in the United States
State-by-state enforcement creates a patchwork of protections
Companies exploit the lack of unified regulation
Strengthening Your Defenses
Immediate Actions:
Disable ACR in your TV's settings (search for "viewing data" or "ACR")
Disconnect your smart TV from WiFi and use a separate streaming device
Cover or disable the camera and microphone if your TV has them
Read the privacy policy (we know, but still)
Longer Term:
Support full federal privacy legislation
Consider "dumb" TVs or monitors with separate streaming devices
Demand transparency from manufacturers about data practices
Support organizations fighting for digital privacy rights
For the Truly Paranoid:
Buy a commercial display (no smart features)
Use a projector (harder to embed surveillance)
Build your own media center with open-source software
Move to a cabin in the woods (no judgment)
The Bottom Line
Your smart TV is not your friend. It's a surveillance device that also happens to show you Netflix. The Texas AG's lawsuit against the Big 5 is a step toward accountability, but the fundamental problem remains: we've filled our homes with devices that spy on us, and most people have no idea.
They didn't ask if your TV could watch you back. It was engineered to do so regardless.
Remember: The screen you're staring at right now? It might be staring back. Choose your devices accordingly.
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This article is part of our ongoing coverage of IoT surveillance. For more on smart home privacy risks, see our exposé on smart home spying and Roomba floor plan sales.