Understanding User Privacy Concerns of Shared Smart TVs

As smart TVs gain popularity, they introduce significant privacy and security concerns due to their extensive data collection and multi-user contexts. This paper investigates user perceptions of privacy concerns regarding both service providers and the multi-user use case in the context of smart TVs. Through in-depth interviews with 22 smart TV users, we found that participants expressed uncertainty about the data collection practices of smart TVs and a desire for clearer communication of such practices. Participants reported discomfort with how their personal information is handled through their smart TVs but felt forced to accept it due to the lack of ability to opt out. Our study also highlights varied privacy concerns when smart TVs are shared in public versus private settings. While participants expressed significantly less concern when sharing smart TVs with acquaintances in private settings, concerns were more prevalent in public settings like hotels and Airbnbs. Based on the findings, we provide recommendations for designers, policymakers, and researchers to improve privacy protection and user experience around smart TVs.