The recent updates allow Amazon to see what apps users have been using to "Improve" their services, all devices has had this update. I'll bookmark this thread to see how it's affects users in August when the league starts.
But surely that battle will also include the iptv providers, independent of the hardware used. Broadband providers can provide information on what you are streaming already. (Unless you’re using a vpn)
Our firestick service runs with a VPN. Grain broadband, who don't have any TV service, so doubt it would be priority for them. We've been advised by provider to watch out for Amazon "updates".