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A smart TV is convenient, modern, and affordable—especially as a replacement for an expensive monitor. Many people therefore opt for an OLED TV from LG or Samsung to connect their Mac or PC. What's often overlooked is that these TVs monitor what you're currently watching, even if you're only transferring content from your computer via HDMI. The devices take screenshots, analyze your usage, and send data to the manufacturers' servers or their advertising partners. If you want to prevent this, you have to disable specific functions in the settings.
Smart TVs are no longer just output devices. They analyze what's on the screen, recognize content, monitor app usage, and can even listen via microphone. The primary purpose is advertising: the better your behavior is analyzed, the more targeted ads can be placed. Most users aren't even aware that they've agreed to tracking. Even when data protection laws require an opt-out option, many manufacturers hide these options deep in the menu. LG and Samsung are no exception. Both use ACR technology - "Automatic Content Recognition" - to automatically recognize and record content and user behavior. If you use your Smart TV as a monitor, sensitive data such as emails, documents, or chat windows can be logged. Here's how to prevent this.
What exactly do LG and Samsung Smart TVs collect?
ACR also works when using HDMI. The TV regularly records screens or listens to the audio being transmitted. According to a study by University College London, this happens every 10 milliseconds on LG, and every 500 milliseconds on Samsung. This data is compared with large databases to identify programs, advertising content, or apps. Navigation through menus, app usage, and voice commands are also logged. Samsung processes much of this data itself, while LG transfers a large portion to Alphonso, an advertising partner. Both manufacturers send the data to external servers via encrypted connections – often difficult to detect or block without technical tools. Among other things, the following data is recorded:
- Screen content in real time (also from HDMI)
- apps used and their runtime
- Click behavior in the menu
- Voice commands (if microphone is active)
- Streaming history
- Information about your home network
How to turn off tracking on LG Smart TVs
LG's tracking system is called "Live Plus." It's usually active by default and works with Alphonso. You can manually deactivate it by clicking through several menus. Here's how:
- Press the Home button on the remote control
- Settings > All Settings > General > System > Open additional settings
- Deactivate “Live Plus”
- Now navigate to Home Page Settings
- Turn off “Home Promotion” and “Content Recommendations”
- Back to Settings > Support > Privacy and Terms > Advertising
- Enable “Limited AD Tracking”
How to disable ACR and tracking on Samsung Smart TVs
Samsung calls its ACR feature "Viewing Information Services." It is also enabled by default. Additionally, interest-based ads are displayed and voice data is analyzed. Here's how to disable the most important tracking functions:
- Press the Home button, then go to Settings > All Settings > General & Privacy
- Select the menu item “Terms of Use and Privacy Policy”
- Deactivate “Display of information services”
- Turn off “interest-based advertising” or “interest-based ads”
- Deactivate speech recognition in the menu under “Voice Assistant” or “Speech Recognition”
Samsung offers a central privacy dashboard, accessible through your Samsung account. There, you can manage tracking and advertising across all connected devices. In some countries—such as California—you can also officially prohibit the sharing of your data. According to Samsung, processing such requests can take up to 45 days.
How to block tracking at the network level
Even if you disable tracking in the settings, your smart TV will continue to communicate with the manufacturer's servers – for example, for software updates, telemetry, or advertising content. To completely prevent this, you need network tools such as DNS filters or firewalls.
Option 1: DNS blockers such as Pi-hole or NextDNS
A DNS filter prevents the TV from accessing certain servers. This allows you to block known tracking domains without affecting streaming services. Services like NextDNS offer preconfigured block lists specifically for smart TVs or IoT devices.
Option 2: Firewall rules in the router
If your router supports it, you can assign a fixed IP address to your TV and block all requests to specific domains or IP addresses. Firmware like OpenWrt or Asuswrt-Merlin gives you more control.
Option 3: Network segmentation
You can move your TV to its own network (VLAN) that has limited internet access. This protects the rest of your home network and allows only specific services like Netflix or YouTube.
Caution if blocking is too strong
If you block too many domains, features like app updates or streaming may no longer work properly. Some apps rely on backend services from Samsung or LG. Test every change and regularly check which domains are required for basic functions.
List of frequently used tracking domains
LG:
- alphonso.tv
- lgsmartad.com
- lgtvsdp.com
- lgappstv.com
- lgtvonline.lge.com
- lgad.cjpowercast.com
Samsung:
- samsungcloudsolution.com/.net
- samsungads.com
- samsungacr.com
- internetat.tv
- samsungotn.net
- samsungadhub.com
- syncplusconfig.s3.amazonaws.com
These domains are responsible for telemetry, advertising, updates, or app functions. Block only what you don't need – or set specific exceptions (whitelist) if apps are causing problems.
Differences between LG and Samsung
LG primarily uses Alphonso to process data, while Samsung operates its own infrastructure. The menu names differ, but the functions are similar. LG's "Live Plus" is the central tracking element; Samsung's is "Viewing Information Services" and the associated advertising and voice recognition services. Both manufacturers enable tracking by default, especially outside the EU. LG requires more manual steps (over 25 according to tests) to completely disable tracking. Samsung distributes the settings across multiple menu items and a central account dashboard.
What you lose by deactivating – and what you don’t
If you turn off tracking, you'll no longer receive personalized recommendations on the home screen. Features like Live Plus will disappear. General ads may still appear—but they won't be tailored to you. Streaming apps like Netflix or YouTube will continue to work. Voice assistants will no longer be available if you disable the microphones. Firmware updates may not be available if you block all update domains. Either allow them manually occasionally or use USB updates if the manufacturer offers them.
Smart TV: How to keep control of your data
Smart TVs from LG and Samsung offer a lot – but they also collect a lot of data. If you use your TV as a monitor or simply value privacy, you should disable the tracking features. With a few targeted settings and some network technology, you can prevent your TV from logging everything. You don't have to lose any features, but you do gain control over your privacy. Looking for accessories? Our Amazon Storefront is your destination for high-quality products, including HomeKit-compatible ones! (Image: Shutterstock / New Africa)
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Smart TV tracking on LG and Samsung – what you need to know
Many users think that a TV connected via HDMI is just a passive screen. This isn't true with smart TVs. Both LG and Samsung use ACR (Automatic Content Recognition) technology, which recognizes content even if it's only coming in via HDMI. Screen content is regularly recorded, compared with databases, and analyzed for advertising purposes – even when used as a monitor.
Both LG and Samsung capture image content displayed via HDMI or apps. This includes information about app usage, menu navigation, voice commands (if the microphone is active), streaming history, and even your home network. According to a study, LG takes a screenshot every 10 milliseconds, while Samsung takes one every 500 milliseconds. LG sends the data to, among others, its advertising partner Alphonso, while Samsung mostly processes it internally.
On LG, the central tracking feature is called "Live Plus" and is enabled by default. To disable it, you have to delve deep into the settings. Go to the menu under "All Settings > General > System > Additional Settings" and disable "Live Plus." Then, under the home page settings, disable content recommendations and home promotions. Additionally, you can enable limited ad tracking under "Privacy and Terms > Advertising." The navigation is cumbersome, but necessary.
Samsung calls this feature "Viewing Information Services." It's also enabled by default here. You can find the option under "General & Privacy > Terms of Use and Privacy." There, you can disable both the display of information services and interest-based advertising. You can turn off voice recognition separately in the menu under "Voice Assistant." If you have a Samsung account, you can also configure additional tracking and advertising settings for all connected devices in the Privacy Dashboard.
Not quite. Even after deactivation, the devices continue to send data—for example, for software updates, telemetry, or advertising placements. Anyone who wants to prevent this must intervene at the network level. This is possible with DNS filters such as Pi-hole or NextDNS, with firewall rules directly in the router, or through network segmentation (e.g., via VLANs). This allows you to control which servers the TV accesses—without compromising the rest of the home network.
If you block too many domains, streaming apps, updates, or the user interface may no longer work properly. Some features depend on specific domains, such as app stores or update servers. Therefore, it's important to block selectively and always test changes. Alternatively, you can set specific exceptions if certain apps are causing problems.
LG uses domains such as alphonso.tv, lgsmartad.com, and lgtvsdp.com, among others. Samsung uses addresses such as samsungads.com, samsungacr.com, samsungotn.net, and syncplusconfig.s3.amazonaws.com. These servers are responsible for advertising, updates, or telemetry—only block them if you know which functions you really don't need.
The biggest difference lies in the structure: LG transfers a lot of data to its external partner Alphonso, while Samsung processes much of it itself. LG's tracking is called "Live Plus," while Samsung's is "Viewing Information Services." Both manufacturers enable monitoring by default – especially in countries outside the EU. Deactivation is a bit more complicated with LG, as you have to navigate through more than 25 menu items. Samsung distributes the options across multiple menus and an online dashboard.
You'll no longer receive personalized suggestions on the home screen. Some features, such as voice assistants, will no longer be available if you disable the microphone. General advertising may still appear, but it will no longer be tailored to you. Streaming apps like Netflix, Disney+, or YouTube will work without tracking. Software updates may not be available if you block all connections—you can fix this manually or install updates via USB.
If you value data protection or use your TV as a monitor, you should definitely deactivate the tracking functions. This will prevent emails, private documents, or chat windows from being recorded without your consent. With a few targeted settings and a little technical effort, you can maintain control over your data – without sacrificing essential functions.
