# LG Smart TVs Collect Extensive User Data for Targeted Advertising How LG and other TV brands turn your viewing habits into a revenue stream - **Source:** [Latest news](https://brifing.si/source/77d15218-219f-472d-bf40-31b5646d2942) - **Published:** 2026-09-25 - **Original article:** - **On Brifing:** https://brifing.si/s/a3ed100c-665f-4440-b53b-07423508fd35 ## Extensive data collection exposed Recent investigations reveal LG smart TVs collect sensitive user data including search terms, audio recordings, payment information, and screenshots. This data is sent to LG AdSolutions, which operates 49 million LG TVs in the US and 216 million globally. The collection occurs through always-on microphones and comprehensive activity logging, turning TVs into constant surveillance devices. ## Two types of data storage Smart TVs maintain two distinct data formats: local logs containing complete activity histories with timestamps, and data packets capturing real-time information. While logs are primarily for diagnostics, packets include IP addresses, screen images, audio recordings, and precise geolocation data. These packets can be transmitted as frequently as every three seconds to central servers. ## Sophisticated content fingerprinting TV manufacturers use advanced algorithms to compare audio and image fingerprints against media databases. This enables identification of viewed content and creation of personalized recommendations. The system's accuracy extends to determining viewer location within 10 meters using Wi-Fi network analysis, creating highly targeted advertising opportunities. ## Persistence of sensitive data Certain data like usernames, passwords, and payment information remains stored indefinitely, surviving app removals and firmware updates. Only a complete factory reset can permanently erase this information. This persistence creates significant privacy risks when disposing of or reselling devices, as data could be recovered by subsequent owners. ## Data monetization model TV manufacturers have shifted from one-time hardware sales to continuous data monetization. Collected information fuels targeted ad systems and is potentially sold to third parties. This creates recurring revenue streams, incentivizing increasingly intrusive data collection practices across the industry. ## Factory reset limitations While a factory reset removes most user data, some tracking features like Automatic Content Recognition (ACR) may remain enabled by default. Users must manually disable these options post-reset to prevent renewed data collection. Even after resetting, determined individuals could potentially recover some data from the hardware. ## Additional protection methods For comprehensive privacy, experts recommend using data removal services, VPNs for all connected devices, and physical destruction of TV electronics before disposal. Specialized HDMI blockers can prevent data transmission while maintaining video quality. These measures are particularly important when recycling or reselling devices. ## Industry-wide practice LG's data collection reflects standard industry practices among major TV manufacturers. The scale of data harvesting raises significant privacy concerns, as smart TVs effectively function as always-on surveillance devices in consumers' homes. This situation highlights the need for greater transparency and user control over data collection. ## Sources covering this story - https://www.zdnet.com/home-and-office/lg-tv-data-collection-how-to-factory-reset-and-why-you-need-to/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._