At home, I've never connected my TV to my network. The few firmware updates I've needed to do were applied using a thumb drive, and I use an AppleTV as my interface.

When I travel, I bring along an AppleTV and plug the HDMI port into their set. This lets me keep the services I subscribe-to and use them with their display. This has worked great until my most-recent rental, which had a RokuTV -- presumably setup on Wifi.

When content was streaming from my AppleTV, Roku would overlay a panel along the bottom-part of the screen proposing that I can watch what I'm currently watching from a variety of other providers. This must mean that the TV set is analyzing the video or audio signal to fingerprint what the content contained, then matching it against a library of content to feed into its profile of my use.

This is the first time I've seen something like this. I'd always assumed that if you used the TV's UI and if it was connected to the internet, then you'd probably be subject to their ads and data analysis, but it never crossed my mind that they'd perform the same data-analysis over any signal passing through its silicon.

Is this commonplace or is Roku the first of what's likely to be many doing the same?