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It’s far less important for ad-free content. They mainly want to connect your ad watching behaviour to an email and then have loyalty program data connected to the same email so that they can identify which ads convert vs not.

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It’s still a privacy violation a lot of people would be outraged by if they knew it. Tracking what shows you are watching is a valuable data set.

It’s right there in your TV’s settings though. Personally, I don’t trust them to obey the setting so my TV has no internet and I use an Apple TV.

In your settings under how many nested menus under which deceptively named option?

And how many options do you need to toggle to actually opt out?

For my LG TV, it is as deep as you can possibly go! And I think it took two options to fully opt out (including turning off the microphone).

I'm surprised to see how few of my non-technical friends and family actually care about privacy.

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