Cord cutting may save money, but it doesn’t make people feel any safer about their data. Convenience is colliding with privacy fears. At least, that’s what Review.org’s State of Consumer Data 2026 survey suggests. Americans are increasingly worried about how much personal information their smart TVs, streaming devices, and AI-powered assistants are collecting, as well as where that data ends up once it’s gathered.
Americans Are Growing More Concerned About Smart Home Privacy
The survey found that 77% of Americans said they own a smart TV, 53% said they have meaningful control over the data their connected devices collect, and 47% said they do not. The report also found 83% would support a law requiring manufacturers to explain what data they collect in plain language, while 78% would disconnect a connected device if they learned it was collecting more data than expected.
That data fits the bigger pattern that streaming life comes with a lot of digital baggage, and many cord cutters are aware. They’re juggling streaming accounts, connected TVs, apps, subscriptions, payment information, and email logins all at once, which creates a much larger privacy surface than many people realize. And the technology that makes entertainment easier is also turning viewers into valuable data products.
Your Smart TV May Know More About You Than You Think
Smart TVs have never been cheaper. But as the old saying goes, if you’re not paying for the product, you may be the product. Though many viewers think of their television as little more than a screen, in reality, modern smart TVs are sophisticated data-collection platforms.
Reviews.org says smart TVs are the most common connected home device in its survey, and the privacy concerns are not abstract. The report notes that many smart TVs use Auto Content Recognition (ACR), technology capable of identifying what appears on the screen and building detailed viewing profiles for advertising purposes. It also found that 71.53% of respondents knew smart TVs can detect and log what they watch across all content on the screen, and 60.54% knew smart TVs may share that information with third parties.
That helps explain why so many people are uneasy about their smart home setup. The study found 65% are concerned about Alexa and Gemini, 64% about ChatGPT, and 63% about Siri. It also found that 59% said they have seen ads for things they only talked about, while 57% said they have seen targeted ads tied to private conversations.
Cord Cutters Are Already Looking for Privacy Workaround
Many consumers appear to be taking matters into their own hands by voting with their remotes. The survey noted 62.07% use a separate streaming device such as Apple TV, Roku, Fire Stick, or Chromecast instead of their smart TV’s built-in apps. It also found that 42.42% have chosen one device or brand over another because of privacy or data practices, and 53.92% knew a separate streaming device may limit the data the TV manufacturer collects.
Still, privacy is not the only reason people do it. One of the top reasons Reviews.org found was that better app selection and better speed or performance, while privacy concerns ranked lower at 16.54%. The data shows that many people are using separate devices for convenience first, even if the privacy benefit is a welcome side effect.
Data Collection Concerns Grow Beyond the TV Screen
Over the past year, cord cutters have watched a growing number of lawsuits, government investigations, and data breaches shine a spotlight on how companies collect, share, and monetize consumer information. The fears highlighted in Reviews.org’s findings further mirror numerous stories surrounding data privacy and collection across the streaming and tech industries.
Earlier this year, Texas sued Netflix, alleging the streaming giant collected user data without proper consent and shared information with advertisers. Amazon is also facing allegations in a lawsuit that Fire TV software, including on some third-party TVs, tracked viewing habits and used that information to fuel advertising and data collection efforts.
Meanwhile, federal regulators have increasingly targeted companies accused of mishandling consumer information. The FCC previously fined several wireless carriers for selling customer location data, including a $92 million penalty issued to T-Mobile. The FTC has also cracked down on data brokers accused of collecting and selling sensitive location information.
Add in the massive breach that exposed roughly 149 million passwords tied to popular online accounts, and it becomes easier to understand why consumers are questioning how much information connected devices gather and who ultimately has access to it.
Together, those stories show that the data ecosystem around cord cutting is not just collecting information; it is built to move it, package it, and profit from it.
In Smart Home Tech, the Data Is the Product
For cord cutters, the study is a stark reminder that streaming isn’t just about entertainment and saving money. Every smart TV, streaming device, app, voice assistant, and connected account contributes to a growing digital profile that can be used for advertising, analytics, and in some cases sold or shared with third parties.
The good news is that consumers are paying attention and practicing safer data habits. Reviews.org noted that 84% of respondents would adjust privacy settings if a device collected more information than expected, while 74% said they would switch brands altogether. But the biggest challenge is that privacy controls are often buried in menus, scattered across apps, and difficult to understand.
Cord cutters may have escaped the cable box, but the battle for their data is only getting started.