Many smart TVs and streaming devices come with a tracking feature known as Automatic Content Recognition (ACR) , which monitors what users watch and shares that data with third parties. However, Apple TV doesn’t include ACR —and that’s a major advantage for privacy-conscious users.
As reported by Ars Technica, Apple’s streaming devices like the Apple TV and Apple TV 4K do not use ACR in their software. This technology, commonly found in other streaming platforms and smart TVs, works by analyzing on-screen content to identify what you’re watching, often sending this information to advertisers and data brokers.
While ACR can offer some benefits—like helping users find streaming versions of shows they’re watching through an antenna or cable—it’s primarily used by manufacturers to generate revenue. Companies like Roku and Amazon sell viewing data collected via ACR to advertisers, allowing them to offer low-cost devices.
The widespread use of ACR has raised privacy concerns, as it operates behind the scenes without always being transparent to users. In contrast, Apple does not currently engage in this kind of surveillance , giving the Apple TV an edge when it comes to user privacy.
Apple also scores points for transparency. During setup, users are given the option to opt out of location tracking and analytics sharing. However, signing into an Apple ID does allow Apple to collect some usage data. While it’s possible to use the device without logging in, most people choose convenience and link their accounts.
Although Apple could potentially add ACR in the future—especially if it moves toward ad-supported content—for now, the company remains one of the few streaming device makers that avoids using this invasive tracking method.
In short, the absence of ACR on Apple TV is a significant privacy benefit. For users who want to enjoy streaming without being monitored, the Apple TV continues to be a standout choice.
