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Discord CTO says he’s “constantly bringing up enshittification” during meetings

ads, discord, Social Media, Tech / Paul Patrick / June 6, 2025

Discord members are biting their nails. As reports swirl that the social media company is planning an initial public offering this year and increasingly leans on advertising revenue, there’s fear that Discord will become engulfed in the enshittification that has already scarred so many online communities. Co-founder and CTO Stanislav Vishnevskiy claims he’s worried about that, too.

In an interview with Engadget published today, Vishnevskiy claimed that Discord employees regularly discuss concerns about Discord going astray and angering users.

“I understand the anxiety and concern,” Vishnevskiy said. “I think the things that people are afraid of are what separate a great, long-term focused company from just any other company.”

But there are reasons for long-time Discord users to worry about the platform changing for the worse in the coming years. The most obvious one is Discord’s foray into ads, something the company has avoided since launching in 2015. Discord started showing ads in March 2024 via its desktop and console apps. Since then, it has introduced video ads to its mobile app and launched Orbs, which Discord users can earn by clicking on ads in Discord and trade for in-game rewards. Discord also recently said that it plans to start selling ads to more companies.

Fanning expectations of Discord going public soon and looking different in the future, Discord co-founder and CEO Jason Citron left in April. His replacement, Humam Sakhnini, has experience leading public companies, like Activision Blizzard. When Citron announced his departure in April, GamesBeat asked him if Discord was going public. Citron claimed there were “no specific plans” but added that “hiring someone like Humam is a step in that direction.” Vishnevskiy declined to comment on a potential Discord IPO while speaking to Engadget.

Amid current and imminent changes, though, Vishnevskiy claims to be eyeing Discord’s enshittification risk, telling Engadget:

I’m definitely the one who’s constantly bringing up enshittification [at internal meetings]. It’s not a bad thing to build a strong business and to monetize a product. That’s how we can reinvest and continue to make things better. But we have to be extremely thoughtful about how we do that.

Discord has axed bad ideas before

For some, the inclusion of ads is automatic enshittification. However, Discord’s ad load, at least for now, is minimally intrusive. The ads appear in sidebars within the platform that expand only if clicked upon and can lead to user rewards.

Discord CTO says he’s “constantly bringing up enshittification” during meetings Read More »

Breaking down why Apple TVs are privacy advocates’ go-to streaming device

ads, Apple, Apple TV, Apple TV Plus, Features, privacy, streaming, Tech, TVs / Kris Guyer / June 1, 2025

Using the Apple TV app or an Apple account means giving Apple more data, though.

Credit: Aurich Lawson | Getty Images

Every time I write an article about the escalating advertising and tracking on today’s TVs, someone brings up Apple TV boxes. Among smart TVs, streaming sticks, and other streaming devices, Apple TVs are largely viewed as a safe haven.

“Just disconnect your TV from the Internet and use an Apple TV box.”

That’s the common guidance you’ll hear from Ars readers for those seeking the joys of streaming without giving up too much privacy. Based on our research and the experts we’ve consulted, that advice is pretty solid, as Apple TVs offer significantly more privacy than other streaming hardware providers.

But how private are Apple TV boxes, really? Apple TVs don’t use automatic content recognition (ACR, a user-tracking technology leveraged by nearly all smart TVs and streaming devices), but could that change? And what about the software that Apple TV users do use—could those apps provide information about you to advertisers or Apple?

In this article, we’ll delve into what makes the Apple TV’s privacy stand out and examine whether users should expect the limited ads and enhanced privacy to last forever.

Apple TV boxes limit tracking out of the box

One of the simplest ways Apple TVs ensure better privacy is through their setup process, during which you can disable Siri, location tracking, and sending analytics data to Apple. During setup, users also receive several opportunities to review Apple’s data and privacy policies. Also off by default is the boxes’ ability to send voice input data to Apple.

Most other streaming devices require users to navigate through pages of settings to disable similar tracking capabilities, which most people are unlikely to do. Apple’s approach creates a line of defense against snooping, even for those unaware of how invasive smart devices can be.

Apple TVs running tvOS 14.5 and later also make third-party app tracking more difficult by requiring such apps to request permission before they can track users.

“If you choose Ask App Not to Track, the app developer can’t access the system advertising identifier (IDFA), which is often used to track,” Apple says. “The app is also not permitted to track your activity using other information that identifies you or your device, like your email address.”

Users can access the Apple TV settings and disable the ability of third-party apps to ask permission for tracking. However, Apple could further enhance privacy by enabling this setting by default.

The Apple TV also lets users control which apps can access the set-top box’s Bluetooth functionality, photos, music, and HomeKit data (if applicable), and the remote’s microphone.

“Apple’s primary business model isn’t dependent on selling targeted ads, so it has somewhat less incentive to harvest and monetize incredible amounts of your data,” said RJ Cross, director of the consumer privacy program at the Public Interest Research Group (PIRG). “I personally trust them more with my data than other tech companies.”

What if you share analytics data?

If you allow your Apple TV to share analytics data with Apple or app developers, that data won’t be personally identifiable, Apple says. Any collected personal data is “not logged at all, removed from reports before they’re sent to Apple, or protected by techniques, such as differential privacy,” Apple says.

Differential privacy, which injects noise into collected data, is one of the most common methods used for anonymizing data. In support documentation (PDF), Apple details its use of differential privacy:

The first step we take is to privatize the information using local differential privacy on the user’s device. The purpose of privatization is to assure that Apple’s servers don’t receive clear data. Device identifiers are removed from the data, and it is transmitted to Apple over an encrypted channel. The Apple analysis system ingests the differentially private contributions, dropping IP addresses and other metadata. The final stage is aggregation, where the privatized records are processed to compute the relevant statistics, and the aggregate statistics are then shared with relevant Apple teams. Both the ingestion and aggregation stages are performed in a restricted access environment so even the privatized data isn’t broadly accessible to Apple employees.

What if you use an Apple account with your Apple TV?

Another factor to consider is Apple’s privacy policy regarding Apple accounts, formerly Apple IDs.

Apple support documentation says you “need” an Apple account to use an Apple TV, but you can use the hardware without one. Still, it’s common for people to log into Apple accounts on their Apple TV boxes because it makes it easier to link with other Apple products. Another reason someone might link an Apple TV box with an Apple account is to use the Apple TV app, a common way to stream on Apple TV boxes.

So what type of data does Apple harvest from Apple accounts? According to its privacy policy, the company gathers usage data, such as “data about your activity on and use of” Apple offerings, including “app launches within our services…; browsing history; search history; [and] product interaction.”

Other types of data Apple may collect from Apple accounts include transaction information (Apple says this is “data about purchases of Apple products and services or transactions facilitated by Apple, including purchases on Apple platforms”), account information (“including email address, devices registered, account status, and age”), device information (including serial number and browser type), contact information (including physical address and phone number), and payment information (including bank details). None of that is surprising considering the type of data needed to make an Apple account work.

Many Apple TV users can expect Apple to gather more data from their Apple account usage on other devices, such as iPhones or Macs. However, if you use the same Apple account across multiple devices, Apple recognizes that all the data it has collected from, for example, your iPhone activity, also applies to you as an Apple TV user.

A potential workaround could be maintaining multiple Apple accounts. With an Apple account solely dedicated to your Apple TV box and Apple TV hardware and software tracking disabled as much as possible, Apple would have minimal data to ascribe to you as an Apple TV owner. You can also use your Apple TV box without an Apple account, but then you won’t be able to use the Apple TV app, one of the device’s key features.

Data collection via the Apple TV app

You can download third-party apps like Netflix and Hulu onto an Apple TV box, but most TV and movie watching on Apple TV boxes likely occurs via the Apple TV app. The app is necessary for watching content on the Apple TV+ streaming service, but it also drives usage by providing access to the libraries of many (but not all) popular streaming apps in one location. So understanding the Apple TV app’s privacy policy is critical to evaluating how private Apple TV activity truly is.

As expected, some of the data the app gathers is necessary for the software to work. That includes, according to the app’s privacy policy, “information about your purchases, downloads, activity in the Apple TV app, the content you watch, and where you watch it in the Apple TV app and in connected apps on any of your supported devices.” That all makes sense for ensuring that the app remembers things like which episode of Severance you’re on across devices.

Apple collects other data, though, that isn’t necessary for functionality. It says it gathers data on things like the “features you use (for example, Continue Watching or Library),” content pages you view, how you interact with notifications, and approximate location information (that Apple says doesn’t identify users) to help improve the app.

Additionally, Apple tracks the terms you search for within the app, per its policy:

We use Apple TV search data to improve models that power Apple TV. For example, aggregate Apple TV search queries are used to fine-tune the Apple TV search model.

This data usage is less intrusive than that of other streaming devices, which might track your activity and then sell that data to third-party advertisers. But some people may be hesitant about having any of their activities tracked to benefit a multi-trillion-dollar conglomerate.

Data collected from the Apple TV app used for ads

By default, the Apple TV app also tracks “what you watch, your purchases, subscriptions, downloads, browsing, and other activities in the Apple TV app” to make personalized content recommendations. Content recommendations aren’t ads in the traditional sense but instead provide a way for Apple to push you toward products by analyzing data it has on you.

You can disable the Apple TV app’s personalized recommendations, but it’s a little harder than you might expect since you can’t do it through the app. Instead, you need to go to the Apple TV settings and then select Apps > TV > Use Play History > Off.

The most privacy-conscious users may wish that personalized recommendations were off by default. Darío Maestro, senior legal fellow at the nonprofit Surveillance Technology Oversight Project (STOP), noted to Ars that even though Apple TV users can opt out of personalized content recommendations, “many will not realize they can.”

Apple can also use data it gathers on you from the Apple TV app to serve traditional ads. If you allow your Apple TV box to track your location, the Apple TV app can also track your location. That data can “be used to serve geographically relevant ads,” according to the Apple TV app privacy policy. Location tracking, however, is off by default on Apple TV boxes.

Apple’s tvOS doesn’t have integrated ads. For comparison, some TV OSes, like Roku OS and LG’s webOS, show ads on the OS’s home screen and/or when showing screensavers.

But data gathered from the Apple TV app can still help Apple’s advertising efforts. This can happen if you allow personalized ads in other Apple apps serving targeted apps, such as Apple News, the App Store, or Stocks. In such cases, Apple may apply data gathered from the Apple TV app, “including information about the movies and TV shows you purchase from Apple, to serve ads in those apps that are more relevant to you,” the Apple TV app privacy policy says.

Apple also provides third-party advertisers and strategic partners with “non-personal data” gathered from the Apple TV app:

We provide some non-personal data to our advertisers and strategic partners that work with Apple to provide our products and services, help Apple market to customers, and sell ads on Apple’s behalf to display on the App Store and Apple News and Stocks.

Apple also shares non-personal data from the Apple TV with third parties, such as content owners, so they can pay royalties, gauge how much people are watching their shows or movies, “and improve their associated products and services,” Apple says.

Apple’s policy notes:

For example, we may share non-personal data about your transactions, viewing activity, and region, as well as aggregated user demographics[,] such as age group and gender (which may be inferred from information such as your name and salutation in your Apple Account), to Apple TV strategic partners, such as content owners, so that they can measure the performance of their creative work [and] meet royalty and accounting requirements.

When reached for comment, an Apple spokesperson told Ars that Apple TV users can clear their play history from the app.

All that said, the Apple TV app still shares far less data with third parties than other streaming apps. Netflix, for example, says it discloses some personal information to advertising companies “in order to select Advertisements shown on Netflix, to facilitate interaction with Advertisements, and to measure and improve effectiveness of Advertisements.”

Warner Bros. Discovery says it discloses information about Max viewers “with advertisers, ad agencies, ad networks and platforms, and other companies to provide advertising to you based on your interests.” And Disney+ users have Nielsen tracking on by default.

What if you use Siri?

You can easily deactivate Siri when setting up an Apple TV. But those who opt to keep the voice assistant and the ability to control Apple TV with their voice take somewhat of a privacy hit.

According to the privacy policy accessible in Apple TV boxes’ settings, Apple boxes automatically send all Siri requests to Apple’s servers. If you opt into using Siri data to “Improve Siri and Dictation,” Apple will store your audio data. If you opt out, audio data won’t be stored, but per the policy:

In all cases, transcripts of your interactions will be sent to Apple to process your requests and may be stored by Apple.

Apple TV boxes also send audio and transcriptions of dictation input to Apple servers for processing. Apple says it doesn’t store the audio but may store transcriptions of the audio.

If you opt to “Improve Siri and Dictation,” Apple says your history of voice requests isn’t tied to your Apple account or email. But Apple is vague about how long it may store data related to voice input performed with the Apple TV if you choose this option.

The policy states:

Your request history, which includes transcripts and any related request data, is associated with a random identifier for up to six months and is not tied to your Apple Account or email address. After six months, you request history is disassociated from the random identifier and may be retained for up to two years. Apple may use this data to develop and improve Siri, Dictation, Search, and limited other language processing functionality in Apple products …

Apple may also review a subset of the transcripts of your interactions and this … may be kept beyond two years for the ongoing improvements of products and services.

Apple promises not to use Siri and voice data to build marketing profiles or sell them to third parties, but it hasn’t always adhered to that commitment. In January, Apple agreed to pay $95 million to settle a class-action lawsuit accusing Siri of recording private conversations and sharing them with third parties for targeted ads. In 2019, contractors reported hearing private conversations and recorded sex via Siri-gathered audio.

Outside of Apple, we’ve seen voice request data used questionably, including in criminal trials and by corporate employees. Siri and dictation data also represent additional ways a person’s Apple TV usage might be unexpectedly analyzed to fuel Apple’s business.

Automatic content recognition

Apple TVs aren’t preloaded with automatic content recognition (ACR), an Apple spokesperson confirmed to Ars, another plus for privacy advocates. But ACR is software, so Apple could technically add it to Apple TV boxes via a software update at some point.

Sherman Li, the founder of Enswers, the company that first put ACR in Samsung TVs, confirmed to Ars that it’s technically possible for Apple to add ACR to already-purchased Apple boxes. Years ago, Enswers retroactively added ACR to other types of streaming hardware, including Samsung and LG smart TVs. (Enswers was acquired by Gracenote, which Nielsen now owns.)

In general, though, there are challenges to adding ACR to hardware that people already own, Li explained:

Everyone believes, in theory, you can add ACR anywhere you want at any time because it’s software, but because of the way [hardware is] architected… the interplay between the chipsets, like the SoCs, and the firmware is different in a lot of situations.

Li pointed to numerous variables that could prevent ACR from being retroactively added to any type of streaming hardware, “including access to video frame buffers, audio streams, networking connectivity, security protocols, OSes, and app interface communication layers, especially at different levels of the stack in these devices, depending on the implementation.”

Due to the complexity of Apple TV boxes, Li suspects it would be difficult to add ACR to already-purchased Apple TVs. It would likely be simpler for Apple to release a new box with ACR if it ever decided to go down that route.

If Apple were to add ACR to old or new Apple TV boxes, the devices would be far less private, and the move would be highly unpopular and eliminate one of the Apple TV’s biggest draws.

However, Apple reportedly has a growing interest in advertising to streaming subscribers. The Apple TV+ streaming service doesn’t currently show commercials, but the company is rumored to be exploring a potential ad tier. The suspicions stem from a reported meeting between Apple and the United Kingdom’s ratings body, Barb, to discuss how it might track ads on Apple TV+, according to a July report from The Telegraph.

Since 2023, Apple has also hired several prominent names in advertising, including a former head of advertising at NBCUniversal and a new head of video ad sales. Further, Apple TV+ is one of the few streaming services to remain ad-free, and it’s reported to be losing Apple $1 billion per year since its launch.

One day soon, Apple may have much more reason to care about advertising in streaming and being able to track the activities of people who use its streaming offerings. That has implications for Apple TV box users.

“The more Apple creeps into the targeted ads space, the less I’ll trust them to uphold their privacy promises. You can imagine Apple TV being a natural progression for selling ads,” PIRG’s Cross said.

Somewhat ironically, Apple has marketed its approach to privacy as a positive for advertisers.

“Apple’s commitment to privacy and personal relevancy builds trust amongst readers, driving a willingness to engage with content and ads alike,” Apple’s advertising guide for buying ads on Apple News and Stocks reads.

The most private streaming gadget

It remains technologically possible for Apple to introduce intrusive tracking or ads to Apple TV boxes, but for now, the streaming devices are more private than the vast majority of alternatives, save for dumb TVs (which are incredibly hard to find these days). And if Apple follows its own policies, much of the data it gathers should be kept in-house.

However, those with strong privacy concerns should be aware that Apple does track certain tvOS activities, especially those that happen through Apple accounts, voice interaction, or the Apple TV app. And while most of Apple’s streaming hardware and software settings prioritize privacy by default, some advocates believe there’s room for improvement.

For example, STOP’s Maestro said:

Unlike in the [European Union], where the upcoming Data Act will set clearer rules on transfers of data generated by smart devices, the US has no real legislation governing what happens with your data once it reaches Apple’s servers. Users are left with little way to verify those privacy promises.

Maestro suggested that Apple could address these concerns by making it easier for people to conduct security research on smart device software. “Allowing the development of alternative or modified software that can evaluate privacy settings could also increase user trust and better uphold Apple’s public commitment to privacy,” Maestro said.

There are ways to limit the amount of data that advertisers can get from your Apple TV. But if you use the Apple TV app, Apple can use your activity to help make business decisions—and therefore money.

As you might expect from a device that connects to the Internet and lets you stream shows and movies, Apple TV boxes aren’t totally incapable of tracking you. But they’re still the best recommendation for streaming users seeking hardware with more privacy and fewer ads.

Scharon is a Senior Technology Reporter at Ars Technica writing news, reviews, and analysis on consumer gadgets and services. She’s been reporting on technology for over 10 years, with bylines at Tom’s Hardware, Channelnomics, and CRN UK.

Breaking down why Apple TVs are privacy advocates’ go-to streaming device Read More »

Netflix will show generative AI ads midway through streams in 2026

ads, AI, generative ai, netflix, streaming, Tech / Rejus Almole / May 15, 2025

Netflix is joining its streaming rivals in testing the amount and types of advertisements its subscribers are willing to endure for lower prices.

Today, at its second annual upfront to advertisers, the streaming leader announced that it has created interactive mid-roll ads and pause ads that incorporate generative AI. Subscribers can expect to start seeing the new types of ads in 2026, Media Play News reported.

“[Netflix] members pay as much attention to midroll ads as they do to the shows and movies themselves,” Amy Reinhard, president of advertising at Netflix, said, per the publication.

Netflix started testing pause ads in July 2024, per The Verge.

Netflix launched its ad subscription tier in November 2022. Today, it said that the tier has 94 million subscribers, compared to the 300 million total subscribers it claimed in January. The current number of ad subscribers represents a 34 percent increase from November. Half of new Netflix subscribers opt for the $8 per month option rather than ad-free subscriptions, which start at $18 per month, the company says.

Netflix will show generative AI ads midway through streams in 2026 Read More »

Roku tech, patents prove its potential for delivering “interruptive” ads

ads, Roku, streaming, Tech, TVs / Paul Patrick / April 25, 2025

Roku, owner of one of the most popular connected TV operating systems in the country, walks a fine line when it comes to advertising. Roku’s OS lives on low-priced smart TVs, streaming sticks, and projectors. To make up the losses from cheaply priced hardware, Roku is dependent on selling advertisements throughout its OS, including screensavers and its home screen.

That business model has pushed Roku to experiment with new ways of showing ads that test users’ tolerance. The company claims that it doesn’t want ads on its platform to be considered intrusive, but there are reasons to be skeptical about Roku’s pledge.

Non-“interruptive” ads

In an interview with The Verge this week, Jordan Rost, Roku’s head of ad marketing, emphasized that Roku tries to only deliver ads that don’t interrupt viewers.

“Advertisers want to be part of a good experience. They don’t want to be interruptive,” he told The Verge.

Rost noted that Roku is always testing new ad formats. Those tests include doing “all of our own A/B testing on the platform” and listening to customer feedback, he added.

“We’re constantly tweaking and trying to figure out what’s going to be helpful for the user experience,” Rost said.

For many streamers, however, ads and a better user experience are contradictory. In fact, for many, the simplest way to improve streaming is fewer ads and a more streamlined access to content. That’s why Apple TV boxes, which doesn’t have integrated ads and is good at combining content from multiple streaming subscriptions, is popular among Ars Technica staff and readers. An aversion to ads is also why millions pay extra for ad-free streaming subscriptions.

Roku tech, patents prove its potential for delivering “interruptive” ads Read More »

LG TVs’ integrated ads get more personal with tech that analyzes viewer emotions

ads, lg, Tech, TVs / Mike M. / April 17, 2025

With all this information, ZenVision will group LG TV viewers into highly specified market segments, such as “goal-driven achievers,” “social connectors,” or “emotionally engaged planners,” an LG spokesperson told StreamTV Insider. Zenapse’s website for ZenVision points to other potential market segments, including “digital adopters,” “wellness seekers,” “positive impact & environment,” and “money matters.”

Companies paying to advertise on LG TVs can then target viewers based on the ZenVision-specified market segments and deliver an “emotionally intelligent ad,” as Zenapse’s website puts it.

This type of targeted advertising aims to bring advertisers more in-depth information about TV viewers than demographic data or even contextual advertising (which shows ads based on what the viewer is watching) via psychographic data. Demographic data gives advertisers viewer information, like location, age, gender, ethnicity, marital status, and income. Psychographic data is supposed to go deeper and allow advertisers to target people based on so-called psychological factors, like personal beliefs, values, and attitudes. As Salesforce explains, “psychographic segmentation delves deeper into their psyche” than relying on demographic data.

“As viewers engage with content, ZenVision’s understanding of a consumer grows deeper, and our… segmentation continually evolves to optimize predictions,” the ZenVision website says.

Getting emotional

LG’s partnership comes as advertisers struggle to appeal to TV viewers’ emotions. Google, for example, attempted to tug at parents’ heartstrings with the now-infamous Dear Sydney ad aired during the 2024 Summer Olympics. Looking to push Gemini, Google hit all the wrong chords with parents, and, after much backlash, pulled the ad.

The partnership also comes as TV OS operators seek new ways to use smart TVs to grow their own advertising businesses and to get people to use TVs to buy stuff.

LG TVs’ integrated ads get more personal with tech that analyzes viewer emotions Read More »

Netflix plans to bring streaming into the $1 trillion club by 2030

ads, netflix, streaming, Tech / Tim Belzer / April 16, 2025

Netflix doesn’t plan to disclose subscriber counts anymore, but one of WSJ’s anonymous sources said that the streaming leader wants to have 410 million subscribers by 2030. That would require Netflix to add 108.4 million more subscribers than it reported at the end of 2024, or about 21.7 million per year, and expand its global reach. In 2024, Netflix added 41.36 million subscribers, including a record number of new subscribers in Q4 2024.

Netflix plans to release its Q1 2025 earnings report on April 17.

$1 trillion club hopeful

Should Netflix achieve its reported goals, it would be the first to join the $1 trillion club solely through streaming-related business. The club is currently populated mostly by tech brands, including two companies that own Netflix rivals: Apple and Amazon.

Netflix is, by far, the most likely streaming candidate to potentially enter the lucrative club. It’s currently beating all other video-streaming providers, including Amazon Prime Video and Disney+, in terms of revenue and profits. Some streaming businesses, including Apple TV+ and Peacock, still aren’t profitable yet.

Netflix’s reported striving for a $1 trillion market cap exemplifies the meteoric rise of streaming since Netflix launched its streaming service in 2007. As linear TV keeps shrinking, and streaming companies continue learning how to mimic the ads, live TV, and content strategies of their predecessors, the door is open for streaming firms to evolve into some of the world’s most highly valued media entities.

The potential for Netflix to have a trillion-dollar market cap also has notable implications for rivals Apple and Amazon, which both earned membership into the $1 trillion club without their streaming services.

Whether Netflix will reach the goals reported by WSJ is not guaranteed, but it will be interesting to watch how Netflix’s strategy for reaching that lofty goal affects subscribers. Further, with streaming set to be more central to the viewing of TV shows, movies, and live events by 2030, efforts around things like ads, pricing, and content libraries could impact media consumption as we head toward 2030.

Netflix plans to bring streaming into the $1 trillion club by 2030 Read More »

Cheap TVs’ incessant advertising reaches troubling new lows

ads, op-ed, Tech, TVs, Vizio, walmart / Kris Guyer / April 2, 2025

As Distractify detailed, the video in question includes Noem telling people who live outside of the US that the US government will “hunt you down” if they enter the country illegally. Noem also claims in the video that “weak leadership has left our borders wide open, flooding our communities with drugs, human trafficking, and violent criminals.”

“This TV will be out of my house by the end of the week. Fucking dystopian bullshit company,” DoubleJumps said.

Ars Technica hasn’t been able to replicate this internally. We also haven’t seen other reports of Vizio TV owners seeing this ad. Vizio and parent company Walmart didn’t respond to requests for comment.

However, what DoubleJumps detailed is completely within the scope of Vizio’s advertising efforts. Vizio TVs have something called Scenic Mode, which has the sets show, per Vizio, “relaxing, ambient content when your TV is idle for a period of time,” along with ads. Scenic Mode can be disabled, but if it’s enabled, the ads cannot be turned off. Vizio says the ads help it pay for things like the TVs’ free ad-supported streaming TV (FAST) channels and help keep Vizio TV prices low.

Vizio also has ties to political ads. It has previously boasted about its work with “a political candidate on an ad campaign that combined CTV ads with our Household Connect omnichannel feature to reach potential voters both on their TV sets and on other opted in devices.” The company says it can play a “powerful role… in helping political campaigns reach their intended audiences.”

The possibility that the ad placement was a mistake doesn’t bring that much comfort either. If TV OS operators want to be so dependent on the advertising business, they owe it to customers to at least make sure errors like this (assuming this was an error) don’t happen.

Idle TVs are advertisers’ playthings

Even though Vizio TV owners can turn off Scenic Mode, a company marketing screensaver ads as “an experience that adds to the environment of your home or office” shows how far some TV brands are willing to go to make advertising dollars. Selling screensaver ad space to politicians delivering threats and associating immigration with “drugs, human trafficking,” and violence suggests a lack of discernment over what sort of ads are shown where. A political ad shown during a TV commercial break is reasonable. However, seeing one when using a TV functionality that’s supposed to offer “relaxing, ambient content” seems wholly misguided.

Cheap TVs’ incessant advertising reaches troubling new lows Read More »

“Awful”: Roku tests autoplaying ads loading before the home screen

ads, Roku, streaming, Tech, TVs / Tim Belzer / March 18, 2025

Owners of smart TVs and streaming sticks running Roku OS are already subject to video advertisements on the home screen. Now, Roku is testing what it might look like if it took things a step further and forced people to watch a video ad play before getting to the Roku OS home screen.

Reports of Roku customers seeing video ads automatically play before they could view the OS’ home screen started appearing online this week. A Reddit user, for example, posted yesterday: “I just turned on my Roku and got an … ad for a movie, before I got to the regular Roku home screen.” Multiple apparent users reported seeing an ad for the movie Moana 2. The ads have a close option, but some users appear to have not seen it.

When reached for comment, a Roku spokesperson shared a company statement that confirms that the autoplaying ads are expected behavior but not a permanent part of Roku OS currently. Instead, Roku claimed, it was just trying the ad capability out.

Roku’s representative said that Roku’s business “has and will always require continuous testing and innovation across design, navigation, content, and our first-rate advertising products,” adding:

Our recent test is just the latest example, as we explore new ways to showcase brands and programming while still providing a delightful and simple user experience.

Roku didn’t respond to requests for comment on whether it has plans to make autoplaying ads permanent on Roku OS, which devices are affected, why Roku decided to use autoplaying ads, or customer backlash.

“Awful”: Roku tests autoplaying ads loading before the home screen Read More »

Sonos’ streaming box is reportedly canceled. Good riddance.

ads, audio, Sonos, streaming, Tech, TVs / Mike M. / March 13, 2025

Opinion: The long-rumored Sonos streaming box wasn’t a good idea anyway.

Sonos has canceled plans to release a streaming box, The Verge reported today. The audio company never publicly confirmed that it was making a streaming set-top box, but rumors of its impending release have been floating around since November 2023. With everything that both Sonos and streaming users have going on right now, though, a Sonos-branded rival to the Apple TV 4K wasn’t a good idea anyway.

Bloomberg’s Mark Gurman was the first to report on Sonos’ purported streaming ambitions. He reported that Sonos’ device would be a black box that cost $150 to $200.

At first glance, it seemed like a reasonable idea. Sonos was facing increased competition for wireless speakers from big names like Apple and Bose. Meanwhile, Sonos speaker sales growth had slowed down, making portfolio diversification seem like a prudent way to protect business.

By 2025, however, the reported plans for Sonos’ streaming box sounded less reasonable and appealing, while the market for streaming devices had become significantly more competitive.

A saturated market

In February, The Verge, citing anonymous sources, reported that Sonos was now planning a streaming player that would “cost between $200 and $400.” That’s a lot to charge in a market where most people have already found their preferred platform. Those who want something cheap and don’t mind ads settle for something like Roku. People who hate ads opt for an Apple TV box. There are people who swear by their Fire Sticks and plenty who are happy with whatever operating system (OS) their smart TV arrives with. Sonos would have struggled to convince people who have successfully used some of those streaming devices for years that they suddenly need a new one that’s costlier than alternatives, including some smart TVs. In the US especially, the TV OS market is considered heavily saturated, presenting an uphill battle for newcomers.

Without Sonos ever confirming its streaming device, it’s hard to judge what the company would’ve offered to lure people to a new streaming platform. Perhaps the Sonos box could have worked better with Sonos devices than non-Sonos streaming devices. But vendor lock-in isn’t the best way to try to win new customers. That approach would also force Sonos to test if it’s accrued the type of customer loyalty as a company like Apple. Much of the goodwill needed for such customer loyalty was blatantly obliterated, though, during Sonos’ botched app update last year.

According to The Verge, Sonos’ box didn’t even have a standout appearance. The publication said that by February 2025, the box was “deep into development,” and “about as nondescript as streaming hardware gets.”

“Viewed from the top, the device is a flattened black square and slightly thicker than a deck of trading cards,” The Verge reported at the time, citing images it reviewed.

Among the most appealing planned features was unified content from various streaming apps, like Netflix and Max, with “universal search across streaming accounts.” With the growing number of streaming services required to watch all your favorite content, this would be a good way to attract streamers but not necessarily a unique one. The ability to offer a more unified streaming experience is already being tackled by various smart TV OSes, including Samsung Tizen and Amazon Fire OS, as well as the Apple TV app and sister streaming services, like Disney+ and Hulu.

A potentially ad-riddled OS

There’s reason to suspect that the software that Sonos’ streaming box would have come out with would’ve been ad-coddling, user-tracking garbage.

In January, Janko Roettgers reported that ad giant The Trade Desk was supplying Sonos with its “core smart TV OS and facilitating deals with app publishers,” while Sonos worked on the streaming box’s hardware and user interface. The Trade Desk makes one of the world’s biggest demand-side platforms and hasn’t made streaming software or hardware before.

Sonos opting for The Trade Desk’s OS would have represented a boastful commitment to advertisers. Among the features that The Trade Desk markets its TV OS as having are a “cleaner supply chain for streaming TV advertising” and “cross-platform content discovery,” something that Sonos was reportedly targeting for its streaming hardware.

When reached for comment, a Sonos spokesperson confirmed that Sonos was working with The Trade Desk, saying: “We don’t comment on our roadmap, but as has been previously announced we have a long-standing relationship with The Trade Desk and that relationship continues.”

Sonos should take a moment to regroup

It’s also arguable that Sonos has much more important things to do than try to convince people that they need expensive, iterative improvements to their streaming software and hardware. Sonos’ bigger focus should be on convincing customers that it can still handle its bread and butter, which is audio devices.

In November 2023, when word first dropped about Sonos’ reported streaming plans, there was no doubt that Sonos understood how to make quality speakers. But last year, Sonos tarnished its reputation by rushing an app update to coincide with its first wireless headphones, the Sonos Ace. The app’s launch will go down as one of the biggest app failures in history. Sonos employees would go on to say that Sonos rushed the update with insufficient testing, resulting in Sonos device owners suddenly losing key features, like accessibility capabilities and the abilities to edit song queues and playlists and access local music libraries. Owners of older Sonos devices, aka long-time Sonos customers, were the most affected. Amid the fallout, hundreds of people were laid off, Sonos’ market value dropped by $600 million, and the company pegged initial remediation costs at $20 million to $30 million.

At this point, Sonos’ best hope at recovering losses is restoring the customer trust and brand reputation that it took years to build and months to deplete.

Sonos could also use time to recover and distill lessons from its most recent attempt at entering a new device category. Likely due to the app controversy associated with the cans, the Ace hasn’t been meeting sales expectations, per a February report from The Verge citing anonymous sources. If Sonos should learn anything from the Ace, it’s that breaking into a new field requires time, patience, and incredible attention to detail, including how long-time and incoming customers want to use their gear.

Of course, financial blowback from the app debacle could be more directly behind why Sonos isn’t releasing a streaming box. Additionally, Sonos saw numerous executive changes following the app fiasco, including the departure of the CEO who greenlit the streaming box, Patrick Spence. New executive leaders, including a new chief product officer and chief marketing officer, could have different views on the value of Sonos to enter the streaming market too.

Sonos’ spokesperson didn’t answer Ars’ questions about Sonos’ reported plans to cancel the streaming box and whether the decision is related to the company’s app woes.

Sonos may have dodged a bullet

Ultimately, it didn’t sound like Sonos’ streaming box had the greatest potential to disrupt other TV streaming platforms already settled into people’s homes. It’s possible Sonos had other products that weren’t leaked. But the company would have had to come up with a unique and helpful feature in order to command a high price and compete with the likes of Apple’s TV 4K set-top box.

Even if Sonos came up with some killer feature or app for its streaming box, people are a lot less likely to gamble on a new product from the company now than they were before 2024’s app catastrophe. Sonos should prove that it can handle the basics before attempting to upcharge technologists for new streaming hardware.

Sonos’ streaming ambitions may only be off the table “for now,” new CEO Tom Conrad reportedly told employees today, per The Verge. But it’s probably best that Sonos focus its attention elsewhere for a while.

Sonos’ streaming box is reportedly canceled. Good riddance. Read More »

Commercials are still too loud, say “thousands” of recent FCC complaints

ads, FCC, Policy, streaming, Tech / Tim Belzer / March 1, 2025

Streaming ads could get muzzled, too

As you may have noticed—either through the text of this article or your own ears—The Calm Act doesn’t apply to streaming services. And because The Calm Act doesn’t affect commercials viewed on the Internet, online services providing access to broadcast channels, like YouTube TV and Sling, don’t have to follow the rules. This is despite such services distributing the same content as linear TV providers.

For years, this made sense. The majority of TV viewing occurred through broadcast, cable, or satellite access. Further, services like Netflix and Amazon Prime Video used to be considered safe havens from constant advertisements. But today, streaming services are more popular than ever and have grown to love ads, which have become critical to most platforms’ business models. Further, many streaming services are airing more live events. These events, like sports games, show commercials to all subscribers, even those with a so-called “ad-free” subscription.

Separate from the Calm Act violation complaints, the FCC noted this month that other recent complaints it has seen illustrate “growing concern with the loudness of commercials on streaming services and other online platforms.” If the FCC decides to apply Calm Act rules to the web, it would need to create new methods for ensuring compliance, it said.

TV viewing trends by platform bar graph by Nielsen. — Nielsen’s most recent data on how people watch TV. Credit: Nielsen

The FCC didn’t specify what’s behind the spike in consumers’ commercial complaints. Perhaps with declining audiences, traditional TV providers thought it would be less likely for anyone to notice and formally complain about Ozempic ads shouting at them. Twelve years have passed since the rules took effect, so it’s also possible that organizations are getting lackadaisical about ensuring compliance or have dwindling resources.

With Americans spending similar amounts of time—if not longer—watching TV online versus via broadcast, cable, and satellite, The Calm Act would have to take on the web in order to maximize effectiveness. The streaming industry is young, though, and operates differently than linear TV distribution, presenting new regulation challenges.

Commercials are still too loud, say “thousands” of recent FCC complaints Read More »

Buying a TV in 2025? Expect lower prices, more ads, and an OS war.

ads, Features, Roku, Software, Tech, TVs, Vizio, walmart / Tim Belzer / December 16, 2024

“I do fear that the pressure to make better TVs will be lost…”

If you’re looking to buy a TV in 2025, you may be disappointed by the types of advancements TV brands will be prioritizing in the new year. While there’s an audience of enthusiasts interested in developments in tech like OLED, QDEL, and Micro LED, plus other features like transparency and improved audio, that doesn’t appear to be what the industry is focused on.

Today’s TV selection has a serious dependency on advertisements and user tracking. In 2025, we expect competition in the TV industry to center around TV operating systems (OSes) and TVs’ ability to deliver more relevant advertisements to viewers.

That yields a complicated question for shoppers: Are you willing to share your data with retail conglomerates and ad giants to save money on a TV?

Vizio is a Walmart brand now

One of the most impactful changes to the TV market next year will be Walmart owning Vizio. For Walmart, the deal, which closed on December 3 for approximately $2.3 billion, is about owning the data collection capabilities of Vizio’s SmartCast OS. For years, Vizio has been shifting its business from hardware sales to Platform+, “which consists largely of its advertising business” and “now accounts for all the company’s gross profit,” as Walmart noted when announcing the acquisition.

Walmart will use data collected from Vizio TVs to fuel its ad business, which sells ads on the OSes of its TVs (including Vizio and Onn brand TVs) and point-of-sale machines in Walmart stores. In a December 3 statement, Walmart confirmed its intentions with Vizio:

The acquisition… allows Walmart to serve its customers in new ways to enhance their shopping journeys. It will also bring to market new and differentiated ways for advertisers to meaningfully connect with customers at scale and boost product discovery, helping brands achieve greater impact from their advertising investments with Walmart Connect—the company’s retail media business in the US.

In 2025, buying a Vizio TV won’t just mean buying a TV from a company that’s essentially an ad business. It will mean fueling Walmart’s ad business. With Walmart also owning Onn and Amazon owning Fire TVs, that means there’s one less TV brand that isn’t a cog in a retail giant’s ever-expanding ad machine. With a history that includes complaints around working conditions and questionable products, including some that are straight scams, some people (including numerous Ars commenters) try to avoid commerce giants like Walmart and Amazon. In 2025, that will be harder for people looking for a new TV, especially an inexpensive one.

“Roku is at grave risk”

Further, Walmart has expressed a goal of becoming one of the 10 biggest ad companies, with the ad business notably having higher margins than groceries. It could use Vizio, via more plentiful and/or intrusive ads, to fuel those goals.

And Walmart’s TV market share is set to grow in the new year. Paul Gray, research director of consumer electronics and devices at Omdia, told Ars Technica he expects that “the new combined sales (Vizio plus Walmart’s white label) will be bigger than the current market leader Samsung.”

There are also potential implications related to how Walmart decides to distribute TVs post-acquisition. As Patrick Horner, practice leader of consumer electronics at Omdia, told Ars:

One of the possibilities is that Walmart could make use of the Vizio operating system a condition for placement in stores. This could change not only the Onn/Vizio TVs but may also include the Chinese brands. The [Korean] and Japanese brands may resist, as they have premium brand positioning, but the Chinese brands would be vulnerable. Roku is at grave risk.

Roku acquisition?

With Walmart set to challenge Roku, some analysts anticipate that Roku will be acquired in 2025. In December, Guggenheim analysts predicted that ad tech firm The Trade Desk, which is launching its own TV OS, will look to buy Roku to scale its OS business.

Needham & Company’s Laura Martin also thinks an acquisition—by The Trade Desk or possibly one of Walmart’s retail competitors—could be on the horizon.

‘’Walmart has told you by buying Vizio that these large retailers need a connected television advertising platform to tie purchases to,” Martin told Bloomberg. “That means Target and other large retailers have that reason to buy Roku to tie Roku’s connected television ad units to their sales in their retail stores. And by the way, Roku has much higher margins than any retailer.’”

She also pointed to Amazon as a potential buyer, noting that it might be able to use Roku’s user data to feed large language models.

Roku was already emboldened enough in 2024 to introduce home screen video ads to its TVs and streaming devices and has even explored technology for showing ads over anything plugged into a Roku set. Imagine how using Roku devices might further evolve if owned by a company like The Trade Desk or Amazon with deep interests in ads and tracking.

TV owners accustomed to being tracked

TV brands have become so dependent on ads that some are selling TVs at a loss to push ads. How did we get to the point where TV brands view their hardware as a way to track and sell to viewers? Part of the reason TV OSes are pushing the limits on ads is that many viewers seem willing to accept them, especially in the name of saving money.

Per the North American Q2 2024 TiVo Video Trends Report, 64.3 percent of subscription video-on-demand users subscribe to an ad-supported tier (compared to 48 percent in Q2 2023). And users are showing more tolerance to ads, with 77.8 percent saying they are “tolerant” or “in favor of” ads, up from 74 percent in Q2 2023. This is compared to 22.2 percent of respondents saying they’re “averse” to ads. TiVo surveyed 4,490 people in the US and Canada ages 18 and up for the report.

“Based on streaming services, many consumers see advertising as a small price to pay for lower cash costs,” Horner said.

The analyst added:

While some consumers will be sensitive to privacy issues or intrusive advertising, at the same time, most people have shown themselves entirely comfortable with being tracked by (for example) social media.

Alan Wolk, co-founder and lead analyst at the TVREV TV and streaming analyst group, agreed that platforms like Instagram have proven people’s willingness to accept ads and tracking, particularly if it leads to them seeing more relevant advertisements or giving shows or movies better ratings. According to the analyst, customers seem to think, “Google is tracking my finances, my porn habits, my everything. Why do I care if NBC knows that I watch football and The Tonight Show?”

While Ars readers may be more guarded about Google having an insider look at their data, many web users have a more accepting attitude. This has opened the door for TVs to test users’ max tolerance for ads and tracking to deliver more relevant ads.

That said, there’s a fine line.

“Companies have to be careful of… finding that line between taking in advertising, especially display ads on the home screen or whatnot, and it becoming overwhelming [for viewers],” Wolk said.

One of the fastest-growing ad vehicles for TVs currently and into 2025 is free, ad-supported streaming television (FAST) channels that come preloaded and make money from targeted ads. TCL is already experimenting with what viewers will accept here. It recently premiered movies made with generative AI that it hopes will fuel its FAST business while saving money. TCL believes that passive viewers will accept a lot of free content, even AI-generated movies and shows. But some viewers are extremely put off by such media, and there’s a risk of souring the reputation of some FAST services.

OS wars

We can expect more competition from TV OS operators in 2025, including from companies that traditionally have had no place in consumer hardware, like ad tech giant The Trade Desk. These firms face steep competition, though. Ultimately, the battle of TV OSes could end up driving improvements around usability, content recommendations, and, for better or worse, ad targeting.

Following heightened competition among TV OSes, Omdia’s Gray expects winners to start emerging, followed by consolidation.

“I expect that the final state will be a big winner, a couple of sizeable players, and some niche offerings,” he said.

Companies without backgrounds in consumer tech will have difficulty getting a foot into an already crowded market, which means we may not have to worry much about companies like The Trade Desk taking over our TVs.

“I have yet to meet a single person who hasn’t looked at me quizzically and said, ‘Wait, what are they thinking?’ Because the US market for the operating system is very tight,” Wolk said. “… So for American consumers, I don’t think we’ll see too many new entrants.”

You can also expect Comcast and Charter to push deeper into TV software as they deal with plummeting cable businesses. In November, they made a deal to put their joint venture’s TV OS, Xumo OS, in Hisense TVs that will be sold in Target. Xumo TVs are already available in almost 8,000 locations, Comcast and Charter said in November. The companies claimed that the retailers selling Xumo TVs “represent nearly 75 percent of all smart TV sales in the US.”

Meanwhile, Xperi Corp. said in November that it expected its TiVo OS to be in 2 million TVs by the end of 2024 and 7 million TVs by the end of 2025. At the heart of Tivo OS is TiVo One, which TiVo describes as a “cross-screen ad platform for new inventory combined with audience targeting and monetization” that is available in TVs and car displays. Announcing TiVo One in May, Xperi declared that the “advertising market is projected to reach [$36] billion” by 2026, meaning that “advertising on smart TVs has never been more imperative.”

But as competition intensifies and pushes the market into selecting a few “sizeable players,” as Gray put it, there’s more pressure for companies to make their OSes stand out to TV owners. This is due to advertising interests, but it also means more focus on making TVs easier to use and better able to help people find something to watch.

Not a lot of options

At the start of this article, we asked if you’d be willing to share your data with retail conglomerates and ad giants to save money on a TV. But the truth is there aren’t many alternative options beyond disconnecting your TV from the Internet or paying for an Apple TV streaming device in addition to your TV. Indeed, amid a war among OSes, many Ars readers will opt not to leverage ad-filled software at all. This shows a disconnect between TV makers and a core audience while suggesting limits in terms of new TV experiences next year.

Still, analysts agree that even among more expensive TV brands, there has been a shift toward building out ad businesses and OSes over improving hardware features like audio.

“This is a low-margin business, and even in the premium segment, the revenues from ads and data are significant. Also, the sort of consumer who buys a premium TV is likely to be especially interesting to advertisers,” Gray said.

Some worry about what this means for TV innovation. With software being at the center of TV businesses, there seems to be less incentive to drive hardware-related advancements. Gray echoed this sentiment while acknowledging that the current state of TVs is at least driving down TV prices.

“I do fear that the pressure to make better TVs will be lost and that matters such as… durability and performance risk being de-prioritized,” he said.

Vendors are largely leaving shoppers to drive improvements themselves, such as by buying additional gadgets like soundbars, Wolk noted.

In 2025, TVs will continue focusing innovation around software, which has immediate returns via ad sales compared to new hardware, which can take years to develop and catch on with shoppers. For some, this is creating a strong demand for dumb TVs, but unfortunately, there are no immediate signs of that becoming a trend.

As Horner put it, “This is an advertising/e-commerce-driven market, not a consumer-driven market. TV content is just the bait in the trap.”

Scharon is Ars Technica’s Senior Product Reviewer writing news, reviews, and analysis on consumer technology, including laptops, mechanical keyboards, and monitors. She’s based in Brooklyn.

Buying a TV in 2025? Expect lower prices, more ads, and an OS war. Read More »

TCL TVs will use films made with generative AI to push targeted ads

ads, AI, culture, films, generative ai, movies, streaming, tcl, Tech, TVs / Kris Guyer / December 11, 2024

Advertising has become a focal point of TV software. We’re seeing companies that sell TV sets be increasingly interested in leveraging TV operating systems (OSes) for ads and tracking. This has led to bold new strategies, like an adtech firm launching a TV OS and ads on TV screensavers.

With new short films set to debut on its free streaming service tomorrow, TV-maker TCL is positing a new approach to monetizing TV owners and to film and TV production that sees reduced costs through reliance on generative AI and targeted ads.

TCL’s five short films are part of a company initiative to get people more accustomed to movies and TV shows made with generative AI. The movies will “be promoted and featured prominently on” TCL’s free ad-supported streaming television (FAST) service, TCLtv+, TCL announced in November. TCLtv+has hundreds of FAST channels and comes on TCL-brand TVs using various OSes, including Google TV and Roku OS.

Some of the movies have real actors. You may even recognize some, (like Kellita Smith, who played Bernie Mac’s wife, Wanda, on The Bernie Mac Show). Others feature characters made through generative AI. All the films use generative AI for special effects and/or animations and took 12 weeks to make, 404 Media, which attended a screening of the movies, reported today. AI tools used include ComfyUI, Nuke, and Runway, 404 reported. However, all of the TCL short movies were written, directed, and scored by real humans (again, including by people you may be familiar with). At the screening, Chris Regina, TCL’s chief content officer for North America, told attendees that “over 50 animators, editors, effects artists, professional researchers, [and] scientists” worked on the movies.

I’ve shared the movies below for you to judge for yourself, but as a spoiler, you can imagine the quality of short films made to promote a service that was created for targeted ads and that use generative AI for fast, affordable content creation. AI-generated videos are expected to improve, but it’s yet to be seen if a TV brand like TCL will commit to finding the best and most natural ways to use generative AI for video production. Currently, TCL’s movies demonstrate the limits of AI-generated video, such as odd background imagery and heavy use of narration that can distract from badly synced audio.

TCL TVs will use films made with generative AI to push targeted ads Read More »