These terms imply some kind of personal connection. The police will put a suspect under "surveillance". Someone might "spy" on their spouse to see if they're cheating.
These are the sorts of scenarios that these terms call to mind. These imply a deliberate and focused invasion of privacy by another person who is specifically looking to uncover and reveal some information that you want to keep secret, in order to use it against your interests.
This really has nothing to do with a computer system automatically collecting data on what TV shows you're watching and the vendor reselling this information in aggregate from millions of users (or, just using it to allow some other vendor to automatically and impersonally select an ad to show you, along with millions of other users in the same algorithmic category).
It's a false equivalency intended to manipulate your emotions into fearing a harm that does not exist. The reason they have to resort to this sort of technique is that they can't point to any actual harm from this practice that ordinary people would care about, so emotionally manipulative trickery is their only option.