How Does Automatic Content Recognition Track What You Watch?

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End your questions about ACR once and for all

Co-authored by Darlene Antonelli, MA Reviewed by Luigi Oppido

Last Updated: January 27, 2025 Fact Checked

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What Automatic Content Recognition Is

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Content ACR Identifies

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Privacy Concerns

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Can You Turn It Off?

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How to Toggle ACR on Your SmartTV

Did you know that many smart TVs and streaming services use a feature called Automatic Content Recognition so your device can tell what you're watching? Read on to learn more about Automatic Content Recognition (also known as ACR).

What is Automatic Content Recognition?

Automatic Content Recognition (ACR) is a technology included in many modern smart TVs as well as most streaming services (think Netflix, Peacock, and Hulu) that uses audio or visual signals to identify what is playing on the screen. You can opt out of ACR or "Viewing Information Services" to protect your watching habits and privacy.

Section 1 of 5:

What Automatic Content Recognition Is

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ACR is the technology used to identify what is playing. At the beginning of whatever you're watching, ACR compares the audio or visual signals of whatever you're watching with its library to find a match.
- Using ACR, smart TVs and streaming services can track real-time metrics like who's watching the premiere of a TV show or who's re-watching shows and movies that came out in the 1990s. Advertisers also use this watching information to more accurately present ads to the right audience.

Section 2 of 5:

Content ACR Identifies

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ACR can identify any content on a smart TV and is included in some streaming services. This includes streaming shows, digital videos, Blu-ray or DVD movies, and ads.
- While most laptops and desktop computers don't have ACR, streaming services or web browser extensions might.
- ACR won't recognize what's on your screen if it isn't in ACR's reference database.

Section 3 of 5:

Privacy Concerns

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User viewing consumption habits are not private. Since ACR detects what's playing on the screen, your private viewing habits may not actually be private.
- What you watch, how often, and around what times, can be used to display highly personalized ads.
- Streamers also use this technology to make accurate "What to watch next" or "Recommended" sections.

Section 4 of 5:

Can You Turn It Off?

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You can opt out of ACR. The setting should default to off, and you have to opt-in to be able to use Automatic Content Recognition.
- In 2016, the FTC and the State of New Jersey collected $2.2 million to settle charges against Vizio for installing software that automatically turns on ACR. Since this case, the feature is off by default for all smart TVs and not even included on some newer Vizio TVs.
- ACR is typically not available on laptops, desktops, tablets, and phones, unlike on smart TVs. However, some streaming services and browser extensions can feature ACR, so check the privacy policy if you are concerned.

Section 5 of 5:

How to Toggle ACR on Your SmartTV

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You can turn off ACR in privacy settings. Here's a list of some of the more common smart TV brands; however, some of the directions are not completely accurate for all makes, models, and years for every TV, they are more like guidelines for where you should look:
- Vizio VIA Plus TV: Go to Settings > System > Reset & Admin > Viewing Data and turn it off. If you live in Canada or aren't connected to the internet, this feature is unavailable. This feature is permanently disabled in Vizio VIA TVs after February 6, 2017.
- Vizio SmartCast: Go to System > Reset & Admin > Viewing Data and turn it off.^{[1]
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- Samsung: Press the "Home" button on your remote and open the menu on the left. Select Privacy Options > Terms & Conditions/Privacy Policy and uncheck "Viewing Information Services." Select OK to confirm your changes; or go to Settings > Support > Terms & Policy > Viewing Information Services and uncheck the box.
- LG: Open Settings > General > System > Additional Settings and turn off "Live Plus." Also, in "Additional Settings," select Advertisement > Limit AD tracking.
- Sony/Android TV: Open Settings > Device Preferences/System > Samba Interactive TV and turn it off.
- Hisense TV: Go to Settings > System > Privacy > Smart TV Experience/Veiwing Information Services and toggle it off.
- TCL/Roku TVs: Go to Settings > Privacy > Smart TV Experience and uncheck "Use info from TV inputs."