How to turn off tracking on a Sony TV

TL;DR

• Difficulty: 3/5
• Time estimate: about 5 to 10 minutes

Sony TVs need more than one pass, because there can be more than one tracking layer running at once. The TV runs Google TV or Android TV, which has its own Google data collection. Many Sony sets also carry a second content recognition layer called Samba Interactive TV, which identifies what is on your screen, and 2025 sets add Sony's own Bravia privacy toggles on top. Work through each layer below, or you have only done part of the job.

Step-by-step

First pass: Samba Interactive TV

Samba is present on many, not all, Sony models through at least 2025, and its location varies by model and era. Consumer Reports did not see Samba on the 2023 Sony set it reviewed, and Sony has said some models might not launch with Samba but could receive it later, with an opt-out prompt. So if no Samba entry appears anywhere below, your model may simply not include it. Samba TV's own opt-out notice likewise warns that the names of menus and controls may differ between television brands and models.

1. On current models, open Settings, then All Settings. Look in that list just below the Privacy entry, where Consumer Reports found Samba Interactive TV on 2025 sets (the Privacy entry itself is where microphone and camera controls live). Select Samba Interactive TV and toggle it off.
2. On 2022-era models, look under Settings, then System, then Samba Interactive TV, and toggle it off.
3. On older Android TV models, look for Interactive TV Settings under Settings, then System Preferences, and select Disable (per Sony community support and Comparitech). Some older sets instead list Samba Interactive TV as an entry under Settings, then Initial Setup; choose Disable there.

Second pass: Sony Bravia privacy toggles (2025 sets)

1. On 2025 Bravia sets, Consumer Reports also lists Sony privacy data toggles separate from Samba: Provide Sony Smart TV Features, Provide Program Recommendations, Perform Product Improvements, and Share TV Data. Look for them in the Privacy settings and turn off the ones you do not want, especially Share TV Data.

Third pass: the Google TV layer

1. Follow the steps in tracking-guide-google-tv.md to turn off Usage & Diagnostics and reset the advertising ID.

Together these passes cover the Samba layer (where your model has it), Sony's own data toggles, and the Google layer underneath.

Traps to expect

• Multiple layers, multiple fixes. Turning off Samba does not change Google's data collection, the Google settings do not touch Samba, and neither pass changes Sony's Bravia toggles. Skipping any of them leaves some collection on.
• Menus differ across model years. Sony has placed these settings in the All Settings list, under System, under System Preferences (as Interactive TV Settings), and under Initial Setup at different times. If a path above does not match your TV, search your settings for both "Samba" and "Interactive TV," and work through the Privacy section screen by screen.
• A missing Samba entry can be normal. Per the note above, many but not all Sony models ship with Samba. Absence of the entry usually means the model does not include it, not that you missed a menu.

What you lose

Features that depend on Samba may be unavailable once it is off. Streaming apps, broadcast channels, and the Google TV home screen otherwise work as normal.

After / re-check

• After a major software update or a factory reset, re-check each layer: Samba in whichever location your model uses, the Bravia privacy toggles on 2025 sets, and Usage & Diagnostics plus the advertising ID per tracking-guide-google-tv.md.

Last verified: October 26, 2026

Sources:

• Consumer Reports: How to turn off smart TV snooping features
• Samba TV: Notice of right to opt out
• Comparitech: How to stop your smart TV from spying on you
• Sony support