It's probably easier to do and every bit as accurate as just using a screenshot.
And it's still exactly what I don't want them doing. There's literally zero reason for LG to be building an advertising profile on me because I was foolish enough to buy one of their TVs. This isn't something that makes their products better, it's spying.
Here's how it's been done in the past
https://www.cameronmacleod.com/blog/how-does-shazam-work
Audio is a bit easier to turn into a fingerprint for identification vs video. Video has a lot of smaller subtle changes that happen from things like compression which make it a lot harder to identify. It's why youtube still hasn't figured out piracy, but they'll knock you immediately if you play 5 seconds of copyrighted music.