I asked every TV manufacturer 17 questions about how they spy on you

Every TV company is spying on you, not just LG. Like other tech companies, they collect lots of information, and while some is necessary for products to work, not all of it is — and could include details you’d prefer to keep private. Many customers are concerned about how TVs and streaming devices might be spying: listening to what you say, taking screenshots of everything you watch, storing sensitive information on your TV, and sharing your data with the cloud.

I asked every TV manufacturer 17 questions about how they spy on you

After LG was accused of spying through its TVs, I wanted to see how other TV companies were collecting and protecting our data.

To find out what TV and streaming device companies are doing, I decided to ask every one to explain itself. I put together 17 yes-or-no questions, like “Do your TVs store any recorded audio, or transcripts based on audio, captured in the home?” so that companies couldn’t just link to a confusing and legalese-ridden privacy policy. TV users deserve to know the answers.

Company representatives providing responses

Amazon: Eric Sveum, PR manager

Apple: Emily Ewing, public relations manager

Google: Alex García-Kummert, spokesperson

LG Electronics: Chris De Maria, director of public relations

Roku: Sarah Novatt, spokesperson

Samsung: Frank Giancamilli, corporate communications senior manager

TCL: Rob Manfredo, head of communications and events

One month ago, I invited 11 companies, including Amazon, Apple, Google, Hisense, LG, Panasonic, Roku, Samsung, Sony, TCL, and Walmart’s Vizio to share those answers. We now have answers from the top three TV manufacturers as well as every major streaming device company. Some companies declined to answer. Below, you can see and compare how each company answered (or failed to answer) each question and then decide how you feel. (One company, Hisense, ignored our emails entirely.)

As you’ll see them say, some of this data collection is opt-in, and you can often opt out. We know that many TVs use automatic content recognition (ACR) to figure out potentially everything we’re watching, and use that information to tailor ads, gather audience metrics, and serve up content recommendations based on our viewing habits. But though it sometimes seems like it’s required during the cavalcade of agreements thrown at us during setup, you can generally stop ACR even after you’ve agreed to it.

Opting out might not be as effective as it should be, however. A recent Northeastern University study found that Walmart’s Vizio kept on sending data after an opt-out (Vizio told me it was “routine operational data used to support the Vizio experience,” not ACR), while traffic with both Samsung and Roku was limited, but not stopped completely.

Below are the answers to our 17 questions. You will notice that some companies would not answer yes or no. We’ve also noted where companies declined to answer at all or ignored the questions. If any company becomes willing to directly answer our questions, we’ll add their responses.

1. Do your TVs ever use their embedded microphones, or the microphones in their remotes, to listen to sound in a customer’s home?

Amazon:

No. Fire TV includes voice functionality to help customers use their devices and get to content they love and fast, not to surveil homes. The microphones on our voice remotes are designed to only work when the mic button on the remote is physically pressed. And TVs with hands-free Alexa are designed to detect the wake word (and only the wake word) before connecting to Alexa. No audio is stored or sent to the cloud unless the device detects the wake word. Customers can also turn off the microphones at any time. Every Fire TV smart television that has microphones also has a physical button or switch that disables the microphone.

Apple:

Apple TV 4K will use its far-field microphones and the Always On Processor strictly to listen for the Siri wake word. The Always On Processor does not process or act on any other sounds in the home. Users have full control over this and can turn off “Siri” or “Hey Siri” as a wake word, or disable Siri entirely. When using the Siri Remote, users must actively press and hold the microphone button for it to start listening.

Google:

If Google Assistant or Gemini is enabled or available, microphones (built-in hands-free ‘Hey Google’ or remote push-to-talk button) listen for activation triggers. Microphones remain in passive standby until triggered by hotword or button press.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

Voice recognition is off by default and operates only if the user has opted in by accepting the Voice Information Agreement. Even if the user has opted in, they need to take additional steps for the microphone to be used. They must either press the microphone button on the remote control or they can use Hands-free Voice Control on supported models.

Hands-free Voice Control is disabled unless a user opts into this feature and then uses a wake-word. Wake-word detection is performed locally on the TV. If no wake word is detected, the audio is processed locally, promptly deleted, and is not stored, converted to text, or transmitted.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

While Roku TVs don’t have built-in microphones, some Roku remotes do. Standard voice remotes listen only while the mic button is held, and hands-free remotes can be switched off.

Samsung:

No, for private monitoring. Samsung TVs do not listen to or record private conversations.

The TV’s embedded microphone only listens locally for the specific wake-up word (like “Hi, Bixby”) and ignores all other sounds, while the remote control microphone only activates when the customer physically presses the button.

Sony:

Sony did not provide an answer to this question.

TCL:

Some TCL TVs and remotes have microphones. Users can activate those microphones to use voice assistance features provided through third-party operating systems or applications. Those third parties control whether the voice features are available and how they are used, under their own terms and privacy policies.

Vizio:

Vizio did not provide an answer to this question.

2. Do your TVs store any recorded audio, or transcripts based on audio, captured in the home?

Amazon:

No.

Apple:

Apple did not provide a direct answer to this question.

Google:

[Recorded audio and/or transcripts based on audio are] stored only if ‘Voice & Audio Activity’ (VAA) is explicitly enabled under Google Account Web & App Activity. Voice & Audio Activity is off by default. If VAA is off, voice requests are processed in real-time and not saved to the Google Account.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

If voice recognition is enabled (by opting in) and activated (by pushing the remote control’s microphone button or using the wake word), certain information generated as part of a specific voice recognition interaction may be stored locally on the TV to support voice-related features. Depending on the interaction, this may include Speech-to-text results derived from a user’s voice command.

Audio used for wake-word detection is processed locally on the TV and, if no wake word is detected, captured audio is promptly deleted, and is not stored, converted to text, or transmitted.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Voice commands made via voice-enabled remotes may be retained to improve voice features and provide support, consistent with Roku’s privacy policy. Users can opt out in their Roku account privacy settings.

Samsung:

No. Samsung Smart TVs do not store voice recordings or transcripts on the device.

However, on secure servers, voice commands and transcripts are stored only to process requests and improve voice assistant services.

Sony:

Sony did not provide an answer to this question.

TCL:

TCL does not collect audio data from TCL TV or remote microphones, or from the use of third-party voice features.

Vizio:

Vizio did not provide an answer to this question.

3. Do your TVs transmit any audio, or transcripts based on audio, captured in the home?

Amazon:

When customers speak to Alexa by pressing the mic button on the remote or using their chosen wake word, a recording of the request is sent to Amazon’s cloud, where a text transcript of the request is created to help Alexa provide a response. No audio is captured without the customer invoking Alexa—either by pressing the mic button or saying the wake word—and customers can easily review exactly what they asked and what Alexa heard, delete their recording, or even choose not to save them at all.

Apple:

Siri AI processes user requests using on-device processing, and when a request needs more powerful AI models, it extends those same on-device privacy protections to the cloud through a groundbreaking infrastructure called Private Cloud Compute (PCC). When Private Cloud Compute is handling users’ requests, their personal data is not stored nor made accessible to Apple, or anyone else, and outside experts can verify this privacy promise at any time.

For moments when users ask a question that requires up‑to‑date information, Siri AI can go out to the web and find it, then use Private Cloud Compute to generate an answer. Searches and requests are associated with a random identifier — a long string of letters and numbers — not a user’s Apple Account.

Google:

If Voice & Audio Activity is turned on, when voice features are activated (via hotword or remote button), captured audio or transcripts are transmitted to Google cloud servers for processing and fulfilling commands. If VAA is turned off, these are deleted.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

Yes, but only if voice recognition has been enabled (by opting in) and activated (by pushing the remote control microphone button or using the wake word). When voice recognition is activated, the TV displays an on-screen indication that voice recognition is active and listening for the user’s command. Once the user finishes the voice command, the command is transmitted to our server, where it is converted into text and processed to respond to the command.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Roku TVs don’t have microphones. Voice-enabled remotes let people control their Roku devices by voice, as described in our privacy policy.

Samsung:

No, for ambient or background listening. Samsung TVs do not passively monitor, record, or transmit audio from your home. Audio is only captured and transmitted when you actively initiate a voice command (such as pressing the microphone button on your remote or using the wake word). This voice input is processed securely to fulfill your requests, improve services, and support connected features under our voice privacy policies.

Sony:

Sony did not provide an answer to this question.

TCL:

TCL did not provide a direct answer to this question.

Vizio:

Vizio did not provide an answer to this question.

4. Do your TVs collect any screenshots, screen recordings, or video recordings of what viewers are watching?

Amazon:

No.

Apple:

Apple TV 4K does not use automatic content recognition (ACR), nor does it collect screenshots, screen recordings, or video recordings of what viewers are watching. If a user chooses to ask a question about what’s on their screen, that data is processed by Siri AI. This feature is only initiated by a direct user request.

Google:

Google TV platform software does not utilize Automatic Content Recognition (ACR) to capture on-screen video or screenshots. (Note: Third-party TV hardware OEMs may install separate ACR software, but Google TV OS itself does not).

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

No. ACR in LG TVs does not collect or store screenshots, screen images, screen recordings, or video recordings from the TV. Instead, it uses audio fingerprints generated from content audio using the TV’s internal soundboard (not a speaker) to identify the content being viewed.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

No.

Samsung:

No. Samsung TVs do not capture or store screenshots, screen recordings, or video recordings of what viewers watch.

Sony:

Sony did not provide an answer to this question.

TCL:

TCL did not provide a direct answer to this question.

Vizio:

Vizio did not provide an answer to this question.

5. Do your TVs store or transmit data on what content viewers watch or listen to through the TV?

Amazon:

Yes. For example, customers can opt in to allow Fire TV to collect certain viewing information like what shows they’ve watched in third-party apps to improve and personalize their experience, including by displaying shows and movies in a Continue Watching row on the Fire TV home screen. Customers can manage that setting anytime via their device’s Privacy Settings.

Apple:

Apple did not provide a direct answer to this question.

Google:

[Google TV] stores and transmits viewing history, watchlists, and app interactions for rentals/purchases on GTV and FreePlay. We do not have viewing history on third party apps.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

If the user has agreed to the Viewing Information Agreement, viewing information may be collected or processed in certain circumstances, including the following:

- ACR: Where ACR is available and enabled, ACR-related information may be collected and processed to identify content being viewed from supported sources. ACR uses audio fingerprinting technology to identify content rather than collecting screenshots, screen recordings, video recordings, voice recordings, or other audio recordings from the TV. To operate ACR services, LG may process content-identification fingerprints together with device information, content source information, network information, and consent settings needed to support the feature. ACR is optional and is turned off by default, and users can disable the feature at any time through the TV settings. ACR does not operate within third-party streaming apps.

- LG Channels: When a user streams content through LG Channels, information about the content being viewed is processed and sent to our servers so we can provide the requested streaming service.

- Voice Recognition: When users make voice commands, those commands and current viewing information (such as channel number and program name, and whether the source is an antenna or set-top-box) are sent to the server to process the voice commands and provide appropriate responses.

- Usage Information: Certain viewing information may also be collected as part of usage information relating to how the user interacts with the TV and its services, such as information about content selected for viewing or channels the user switches to.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

We collect streaming activity as described in our privacy policy. Smart TV Experience, which can identify other content on screen, is off by default in the US and is enabled only if the user opts in.

Samsung:

Yes, but only for TV programming and app viewing history. Samsung TVs do not monitor or transmit your personal files or private media.

Sony:

Sony did not provide an answer to this question.

TCL:

TCL collects limited data only for diagnostics and product improvement from some models of TCL Smart TVs. This collection is disclosed to users at setup and in TCL’s privacy notice, uses pseudonymization to prevent user profiling, and can be turned off by the user.

Vizio:

Vizio did not provide an answer to this question.

6. Do your TVs collect any telemetry about where users are clicking, selecting, tapping, or otherwise looking when using the TV?

Amazon:

Fire TV collects data about how customers use the device, such as navigating the home screen or opening apps, to provide and improve features. Customers can opt out of certain data collection and use via Privacy Settings.

Apple:

Apple did not provide an answer to this question.

Google:

[Google TV] collects device navigation telemetry (button presses, navigation clicks, app launch/exit events) under ‘Usage & Diagnostics’ settings to assess system health and reliability. Does not store “hovering” or “highlight” states.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

To provide and improve smart services, the LG smart TV may collect certain basic usage information about how users interact with the TV, such as the features, menu items, apps, or services they select or use. LG does not collect information about a user’s activity within third-party apps. LG does not track where users are looking when using the TV.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

We collect standard usage data, such as button presses and menu selections, to run and improve the product.

Samsung:

For menu interactions and viewing selections, interactions (like clicks or selections) are analyzed primarily in aggregate to improve the user experience and service recommendations.

Sony:

Sony did not provide an answer to this question.

TCL:

TCL does not collect data at the device level regarding what viewers watch, except when a user requests remote diagnostic support, in which case the information is used to fix the problem the user reported.

Vizio:

Vizio did not provide an answer to this question.

7. Do your TVs transmit any information that could identify the location of their owner, including their public IP address, Wi-Fi network SSID, GPS coordinates, and/or actual street address?

Amazon:

Yes. For example, IP addresses are transmitted as part of normal network communication, for your device to communicate with the internet and deliver content. There is no GPS hardware on Fire TV devices.

Apple:

Apple did not provide a direct answer to this question.

Google:

[Google TV] transmits public IP address, Wi-Fi scan data (SSID/BSSID), and account/device regional configuration to determine approximate or precise device location.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

To provide Smart TV functionality, the TV must be connected to the internet. If the TV is connected to the internet, then like any other internet-connected device, the Smart TV will transmit its IP address. The IP address may be used to determine its approximate geographic location to provide services appropriate for the user’s region.

Separately, when ACR is enabled, the TV’s IP address and information about nearby Wi-Fi networks, such as MAC addresses and signal strength, may be used to estimate the TV’s approximate location as part of the ACR service. This ACR-related location processing is limited to ACR and is not used generally across other TV services.

The TV does not contain a GPS module and does not use GPS to determine its location.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Roku TVs don’t collect GPS data. Like any connected device, they transmit a public IP address, which may be used for approximate location, among other purposes, per our privacy policy.

Samsung:

No, for physical locations. Samsung TVs do not collect or transmit GPS coordinates, Wi-Fi SSIDs, or your physical street address. However, for network connection, the TV must transmit its public IP address to connect to the internet and run basic features (like the Smart Hub and software updates). This IP address is only used for network communication and general region detection (like country or state), not to pinpoint your actual address.

Sony:

Sony did not provide an answer to this question.

TCL:

To provide location-based services, TCL collects IP address and Wi-Fi network name (SSID) information, as described in the terms and privacy policy to which users agree when they initially set up their TV. TCL uses this information only to identify a country or city in order to deliver services, not the user’s specific location. TCL TVs have no GPS modules, and TCL does not collect street addresses through the TV. If a user creates a TCL account on a TCL Google TV, TCL collects an email address and age to confirm that the user is an adult. Apart from that, TCL’s practice is not to collect personally identifiable information from its televisions.

Vizio:

Vizio did not provide an answer to this question.

8. Do your TVs store or transmit any other potentially personally identifying information about their owners, including their name, age, gender, orientation, and demographic?

Amazon:

Fire TV devices are associated with customers’ Amazon account, which includes their name and account information.

Apple:

Apple did not provide an answer to this question.

Google:

Because Google TV requires a Google Account for smart functionality, linked profile information (name, email, age, gender) is accessed, stored, and transmitted for personalization and age-restriction policies.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

When creating an LG account, the user provides their name, email address and date of birth (to confirm applicable age requirements). If a user creates an LG account from their Smart TV, the TV will temporarily store and then transmit this information to LG’s servers.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Users provide account information, such as name and email, when they create a Roku account, as described in our privacy policy.

Samsung:

Samsung SmartTVs do not collect/store or transmit name, age, gender, orientation or demographic information.

Sony:

Sony did not provide an answer to this question.

TCL:

If a user creates a TCL account on a TCL Google TV, TCL collects an email address and age to confirm that the user is an adult. Apart from that, TCL’s practice is not to collect personally identifiable information from its televisions.

Vizio:

Vizio did not provide an answer to this question.

9. Does your company store any of the kinds of information in Question 7 or 8 in the cloud or other remote servers? If so, which?

Amazon:

Yes. Information transmitted to Amazon’s cloud is encrypted in transit and stored securely.

Apple:

Apple did not provide an answer to this question.

Google:

Both location data (IP address/Wi-Fi) and Google Account profile data (name, email address, age/gender demographics) are stored on Google’s cloud servers linked to your account profile.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

Yes. Information such as IP addresses, device-level identifiers, and, if a user has an LG Account, account information such as name, email address, and date of birth, is stored on LG’s cloud or other remote servers. When ACR is enabled, the ACR-related information described above, including nearby Wi-Fi network information such as MAC addresses and signal strength, may also be stored on remote servers.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Data may be stored on Roku’s servers or with major cloud providers to operate the service, as described in our privacy policy.

Samsung:

Yes. The information described above is stored in encrypted or hashed form within secure cloud infrastructure managed by Samsung.

Sony:

Sony did not provide an answer to this question.

TCL:

The limited information described above is stored with cloud service providers, including Amazon Web Services, Microsoft Azure, and Google Cloud, subject to TCL’s terms and privacy policy.

Vizio:

Vizio did not provide an answer to this question.

10. Do your TVs transmit any information about the other devices on an owner’s home Wi-Fi network?

Amazon:

No.

Apple:

Apple did not provide an answer to this question.

Google:

[Google TV] discovers nearby Cast-enabled devices and smart home hardware via local network protocols (mDNS, SSDP, Matter/Thread) and transmits device discovery/connectivity logs.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

To support connectivity capabilities, LG smart TVs identify other devices on the user’s Wi-Fi network. Where necessary to support device-discovery functionality, information about nearby devices detected on the local network may be transmitted to a third-party service provider acting on LG’s behalf to identify compatible devices.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Roku TVs may detect other devices on the home network to support features like AirPlay, as described in our privacy policy.

Samsung:

No. Samsung TVs do not scan your home Wi-Fi network to collect or transmit an inventory of other connected devices. The TV only communicates with compatible devices that customers actively choose to connect (such as for casting or via the SmartThings app under their Samsung Account) to provide smart home control, not to monitor other devices on your network.

Sony:

Sony did not provide an answer to this question.

TCL:

Users may connect their TCL Smart TV to other devices so they can control those devices. For some on-device functions, such as screen casting or connecting devices to each other, the TV may detect other devices on the same Wi-Fi network. That data is normally exchanged only between the devices. If a connection problem occurs, diagnostics may report the name of the device involved. When a consumer chooses to control the TV through a voice service such as Amazon Alexa, data is exchanged between the TV, TCL’s cloud, and Amazon so the service can function.

Vizio:

Vizio did not provide an answer to this question.

11. Can users entirely opt out of transmitting all forms of data?

Amazon:

No. Basic functionality like downloading apps and streaming content requires transmitting data. However, Fire TV does provide customers the ability to control the collection or transmission of certain data, including data about the frequency and duration of use of third-party apps and about what customers have watched in third-party apps.

Apple:

Apple did not provide an answer to this question.

Google:

Users cannot opt out of 100% of data transmission while connected to the internet. Essential system telemetry (device model, OS version, activation status, security updates) is mandatory for basic operation.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

Users can stop the transmission of personal data associated with smart TV services by withdrawing their acceptance of the Privacy Policy or Terms of Use. If they do so, smart TV services will no longer be available, and the data transmission required to provide those services will cease. The TV can still be used for basic functions that do not require smart TV services, such as Live TV or HDMI inputs.

Users can also separately choose whether to use optional features such as voice recognition, ACR, and interest-based advertising. These features require separate agreements and can be reviewed, managed, or withdrawn through the TV settings at any time. Declining or withdrawing these optional agreements does not prevent users from using core smart TV functionality.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

No, but Roku offers privacy settings for voice data, Smart TV Experience, and ad personalization.

Samsung:

No, not all forms. At minimum, data is needed to run a digital platform (e.g. to provide the service and security).

Sony:

Sony did not provide an answer to this question.

TCL:

Some data is transmitted to TCL because the Smart TV services and functions the user chooses depend on such data. Users can opt out of sending TCL the limited interaction data collected for diagnostics and product improvement.

Vizio:

Vizio did not provide an answer to this question.

12. Are users automatically opted out by default when setting up the TV?

Amazon:

Customers are not opted out of all data transmission by default. Again, basic device functionality requires data to be transmitted. However, there are some Fire TV features like Automatic Content Recognition that are default off and that customers must affirmatively turn on in order to allow those features to work and transmit data.

Apple:

Apple did not provide an answer to this question.

Google:

During initial setup, options such as Usage & Diagnostics sharing, personalized recommendations/ads, and Google Account Web & App Activity tracking are enabled by default unless opted out.

Hisense:

Hisense did not respond to The Verge’s questions despite five attempts to make contact.

LG:

Yes. Users can choose to opt-in by accepting each applicable agreement before the relevant services or features are enabled. Optional features such as voice recognition, ACR, and interest-based advertising are not enabled by default . Users can also manage or withdraw their consent through the TV settings at any time.

Panasonic:

Panasonic did not provide an answer to this question.

Roku:

Smart TV Experience is off by default in the US.

Samsung:

Yes. For Viewing Information Services (VIS), which includes Automatic Content Recognition (ACR), consumers are opted out by default and must affirmatively enable it.

Sony:

Sony did not provide an answer to this question.

TCL:

Users can opt out of sending TCL the limited interaction data collected for diagnostics and product improvement.

The ACR technology on those TCL Smart TVs which support that feature