You can’t easily review or delete this data later. But the data can also be used for targeting ads to you and your family, and for other purposes. This smart TV technology attempts to identify every show you play-including those you get via cable, over-the-air broadcasts, streaming services, and even Blu-ray discs.ĪCR, which goes by a variety of names depending on the TV brand, can help your set recommend shows you might want to watch. We’ve found that you can’t stop all the data collection, but you can reduce the snooping by turning off a technology called automatic content recognition, or ACR. (If you’re shopping for a new set, see the best TVs of 2022.) We’ve been analyzing smart TV data collection in our labs since 2018, and we incorporate our findings into all of our TV ratings each year. Consumer Reports started reporting on this data collection back in 2015.
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