Most people think they are watching their TV, but in 2025, their TV might be watching them back.
Over 80% of smart TVs today use Automatic Content Recognition (ACR), a tracking system that scans what you watch every few seconds and sends that data to ad networks. It works across streaming apps, cable boxes, and even gaming consoles.
For many households, this happens quietly in the background. Opt-outs are buried deep in settings, and most users have no idea this technology exists at all.
This shift matters. As third-party cookies disappear, ACR is becoming one of marketing’s most valuable behavioural data sources. What used to be simple “viewing habits” has evolved into continuous, device-level tracking.
But with that power comes a new challenge: trust.
Consumers are becoming more aware of how their devices watch, learn, and predict their behaviour. And when personal entertainment starts to feel like surveillance, brand sentiment quickly changes.
The future of marketing won’t just be about smarter targeting. It will be about transparent, consent-driven data practices that respect the spaces where people unwind.
What’s your take, useful insight or a privacy line crossed?