That's the thing about scaling; you offload the work to the "client" (the TV in this case) and make it do the work, it need not send back more than a simple identifier or string in an API call (of course they'll send more), so they get to use a little bit of your electricity and your TVs processing power to collect data on you and make money, with relatively little required from them, other than some infra to handle the requests, which they would have had anyway to collect the telemetry that makes them money.

Client side processing like this is legitimate and an excellent way to scale, it just hits a little different when it's being used for something that isn't serving you, the user.

source: backend developer