Like all televisions, the Roku TV’s antenna receives over-the-air signals from television broadcast stations, and these signals contain programming information. The Roku TV is also equipped with Automatic Content Recognition (ACR) technology that, when enabled, allows Roku to recognize the programs and commercials being viewed through the Roku TV’s antenna, and devices connected to your Roku TV, including cable and satellite set top boxes.

When you do not uncheck "Enable Smart TV Experience" on your TV during device set up, or when you select “Use info from TV inputs” from the Settings menu, Roku will, through ACR technology, collect information about what you watch and when you watch (e.g., the programs, commercials and channels you viewed, and the date, time and duration of the viewing) via your Roku TV’s antenna, and devices connected to your Roku TV, including cable and satellite set top boxes. Roku will collect this information when you access live TV from any streaming channel. The Roku TV also sends back to Roku the data received through the TV antenna and the data about how you use the on-screen TV guide. When this setting is enabled, Roku may share your viewing data with third parties for measurement purposes -- for example, to help them understand the audience viewing the ads or programs, or to measure the effectiveness of the ads. Roku may also share data derived from this viewing data (for example., audience segments like sports fans, sitcom lovers, cord cutters, etc.) with its partners to make advertising more relevant to you.

You can disable this feature by unchecking “Enable Smart TV Experience” during device set up, or at any time thereafter, by going to Settings > Privacy > Smart TV Experience. If you enable this feature and later disable it, the data that was collected or used while the feature was enabled will be retained by Roku and may still be shared with third parties for the purposes described above.

If you disable or don’t enable this feature, Roku will not use ACR technology to collect information about what you watch via the devices connected to your Roku TV or your Roku TV antenna. Your choice will only affect this Roku TV.

If you use your TV’s antenna within a streaming channel from another provider, the provider may collect your viewing information, and this setting will not have an effect on the provider. See the provider’s privacy policies for more information.

Your selection will not affect data collected when you access or stream content over the Internet. For example, Roku will still collect and may share other information about your use of streaming channels on your Roku TV (i.e., channels that you have downloaded through Roku’s streaming service or channels that Roku pre-installed on your Roku TV to stream content over the Internet). Disabling this feature will not affect your receipt of personalized ads, or ad and program measurement on Roku TVs or elsewhere. Visit Limit Ad Tracking in your Roku TV’s settings menu to learn about options regarding sharing of streaming channel viewing data and personalized ads on this Roku TV. To learn more about Roku’s practices, see the Roku Privacy Policy. Also, operators of the streaming channels that you install on your Roku TV may collect information about your use of their channels. See their respective privacy policies to learn more.